The research centre MediaFutures’ main goal is to generate innovation and value creation for the Norwegian news media and media technology industry through long-term research on responsible media technologies. The center is the first research center in Norway to develop responsible media technology, and focuses on advanced new media technology for responsible and effective media user engagement, media content production & analysis, media content interaction and accessibility. MediaFutures also researches on new methods and methods for precise audience understanding, for example, AI technology to reveal fake news or filter bubbles. The centre brings together key players in the media industry and contributes to the further development of the Norwegian media technology research and the Norwegian media industry as well as the Norwegian society.