Bruce is focussed on the impact of Artificial Intelligence on news operations, with a particular emphasis on mitigating the threat of misinformation.

He currently chairs the Media Provenance working group of the International Press Telecommunication Council. (IPTC). He is a co-founder of Project Origin; The BBC, New York Times, CBC/Radio-Canada and Microsoft media provenance initiative. He has been a member of the Partnership on AI steering committee on AI and Media Integrity and liaison to the steering committee of the Coalition for Content Provenance and Authenticity (C2PA). At CBC/Radio-Canada, he was the Head of Business Strategy for Technology.