Media experts call for responsible AI integration in journalism across Africa

Media experts calls for responsible AI integration in journalism across Africa 

Africa Media Festival in collaboration with Baraza Media Lab hosted a high-level roundtable on Innovation in AI for Sustainable Media Futures with the aim of exploring AI’s impact in the media sector.

Experts discussed AI’s potential to enhance journalism while ensuring ethical and responsible integration,a pivotal moment as Artificial Intelligence transforms global Media.

The event brought together journalists, media executives, regulators, and AI experts to explore AI’s impact on newsrooms, content creation, and media sustainability. Discussions emphasized AI’s potential to enhance storytelling, optimize workflows, and streamline news production while ensuring journalistic integrity and ethical compliance.

AI is rapidly being adopted by media organizations worldwide with recent studies indicating that over 50 percent of global media houses already leverage AI for content generation, curation, and distribution. However in Africa adoption has been slower due to limited access to technology, inadequate training, and regulatory concerns.

Despite these challenges, African media organizations are beginning to integrate AI for newsroom automation, audience analytics, and fact-checking. The roundtable sought to address these opportunities while also acknowledging the risks of misinformation and ethical concerns surrounding AI-generated content.

Speaking at the event Maurice Otieno, Executive Director of Baraza Media Lab underscored the urgency for African journalists to actively engage with AI rather than passively react to its influence.

“AI is too perfect where do we draw the line? As African journalists, we cannot remain passive; we must actively participate in shaping AI’s role. Reuters research shows that 50 percent of global media organizations use AI tools. We must protect creative and editorial autonomy while adopting AI responsibly through better regulation and training,” Otieno stated.

Mukui Mbindyo, Head of Partnerships at Africa Digital Media Group echoed these sentiments, noting that while AI is revolutionizing content creation human intuition and creativity remain irreplaceable.

“Africa lags in AI adoption due to limited exposure making us consumers rather than creators. Addressing this gap is essential to remain competitive,” she said.

Speaking at the same event, Karanja Jackson Meru Regional Coordinator of the Media Council of Kenya (MCK) reassured journalists that AI is not a replacement for human reporters but rather a tool to enhance their work.

“AI has not come to replace the work of journalists infact it has come to complement it. It is up to us as media professionals to learn how to use AI effectively to improve content creation, information dissemination, and storytelling,” Jackson emphasized.

He highlighted MCK’s efforts to train journalists on AI’s ethical use and urged them to familiarize themselves with the Council’s AI guidelines, available on the MCK website. These guidelines outline best practices for AI adoption, emphasizing fact-checking and accuracy to prevent misinformation.

“Before relaying information journalists must ensure accuracy. AI should not be used to spread misinformation. We are raising awareness among journalists on the responsible use of AI to uphold media integrity,” Jackson stated.

MCK has unveiled ethical guidelines on AI use in journalism, emphasizing fact-checking, editorial oversight, transparency, accountability, and combating misinformation. The council urges journalists to verify AI-generated content, disclose AI usage, and ensure editorial control, reinforcing that AI is a tool to enhance journalism, not replace it.

Jackson urged media houses to integrate AI responsibly, emphasizing its role as a supporting tool rather than a substitute for journalistic expertise.

“If we just look at AI as a threat, we risk ignoring the many technological advancements that have benefited the media industry. AI should be seen as an enabler not as an adversary,” he added.

AI has becomes more prevalent in global newsrooms, African journalists must adapt, innovate, and regulate its usage effectively. Media stakeholders agreed that AI can enhance reporting but must be used responsibly to preserve credibility and trust in journalism.

With institutions like the Media Council of Kenya leading AI literacy efforts, the future of African journalism hinges on a balanced approach—one that embraces technology while staying true to ethical report