The Head of Digital Media and Innovation at Global Media Alliance Broadcasting Company (GMABC), George Koffi Nkunu, has called on African media practitioners to embrace artificial intelligence (AI) as a tool to redefine and strengthen the continent’s narrative.
Speaking on the topic AI & Technologies: Opportunities and Challenges for African Media at the second edition of the Shaping the Future of African Media conference organised by the Africa News Agency, Mr. Nkunu said the African media landscape is evolving quickly, with AI already becoming a central part of how stories are produced, distributed, and consumed. He noted that this shift presents both an opportunity and a responsibility for media professionals across the continent.
He pointed out that AI tools are no longer a distant concept but are actively being used in newsrooms today to support content creation and production processes.
“AI is already here with us. In our newsroom, we are using tools to support scriptwriting and generate visuals, which helps us work faster and more efficiently,” he said.
Despite these advancements, Mr. Nkunu stressed that the real conversation should go beyond adoption and focus on impact, particularly how African media can intentionally use these tools to shape its own narrative. For him, the key lies in capacity building.
He underscored the need for journalists and media professionals to be properly trained and equipped with the skills required to use AI tools effectively, not just for convenience, but as a strategic asset in storytelling.
“We need to focus on empowering journalists, helping them understand these tools and how to use them properly to push the African story,” he noted.
At the same time, he cautioned against the risks associated with AI, especially the spread of misinformation and disinformation. While encouraging journalists to take advantage of emerging technologies, he emphasised the importance of maintaining editorial standards and professional discipline.
“Journalists must not become complacent. The tools are helpful, but they should not replace proper fact-checking and research,” he added.
Mr. Nkunu also called on governments to play a more active role in supporting the growth of the media sector through investment in digital infrastructure and the development of policies that encourage innovation.
Beyond institutions, he believes individuals have a responsibility to use AI thoughtfully and contribute to promoting authentic African narratives.
The forum, held at the Ghana-India Kofi Annan Centre of Excellence in ICT, brought together media professionals, industry players, and technology experts to explore how artificial intelligence can be harnessed to shape the future of African media. Discussions throughout the event highlighted both the opportunities and challenges AI presents, particularly in redefining how Africa tells its stories to the world.
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