Rwanda's media landscape continues to evolve with the intersection of innovation and adaptation.

As Rwanda welcomes technological advancements, integrating artificial intelligence (AI) into local media houses’ works holds the potential to improve how information is created, disseminated, and consumed, but it also brings numerous challenges.

AI refers to the ability of computers or machines to perform tasks that typically require human intelligence.

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In media production, AI can be employed for tasks such as generating and editing textual and multimedia content, transcribing audio and video, translating languages, fact-checking, automating tasks, among other applications.

According to a report by Grand View Research, by 2030, the global AI in media and entertainment market size is expected to experience incredible growth – from $14.81 billion (2022) to USD $99.48 billion.

The report indicates an important shift: AI is no longer a choice for publishers, but an inevitable part of future operations. So, how can they navigate this complex terrain?

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Odysée Ndayisaba, the CEO of Continuity Group and an IT consultant, sees the use of AI in the media industry as important but empasises that it requires responsible leadership to leverage the technology for the benefit of journalists and the industry as a whole.

He highlighted the importance of striking a balance between leveraging AI and adhering to industry standards, as it can enhance customer service and satisfaction.

"When a media house has policies that make use of standards, AI comes in to underpin the good practices within that media house,” he said. "You need to have good checks and balances so that you don't exert pressure on a journalist and be at the risk of creating content that is harmful and can create misinformation."

Ndayisaba further stressed the need for journalists to understand AI beyond surface-level knowledge and to critically question its implications, warning against the influence of ideologies that contradict their values.

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One of UNESCO's key focus areas is communication and information, which includes media. The organisation aims to support media institutions in harnessing the benefits of AI while ensuring ethical and trustworthy AI practices.

Shermaine Koh, the Communications and Information Officer at the UNESCO Regional Office for Eastern Africa, specialises in digitalisation and AI.

Recognising its growing intersection with media, she said the technology poses challenges such as misinformation and disinformation, but also opportunities for educating the public and enhancing media operations ethically and responsibly.

Koh highlighted the potential of AI in various aspects of journalism, including news gathering, creation, and distribution, adding that the technology is already being used in many newsrooms to automate processes and increase efficiency. However, she noted that while AI can improve efficiency, it hasn't yet been proven to enhance the quality of news.

Koh suggests that AI currently serves as an enabler for journalists rather than a replacement as its contribution to improving the quality of journalism is still a work in progress.

One major concern of using AI in media is the proliferation of misinformation, including the difficulty in distinguishing between real content and deep fakes or maliciously generated content – a significant hurdle for media professionals trying to report truthfully.

Koh said that ethical challenges also arise when integrating AI into newsrooms, as the technology often carries biases that can influence reporting, adding that the credibility of AI as a source and how to handle unverifiable information also complicate editorial decisions.

When it comes to AI, there is anxiety about the technology potentially replacing jobs in journalism. This presents a need for journalists to upskill and adapt.

During a training session for Rwandan journalists interested in reporting on AI on November 9, Ismael Mwanafunzi, a journalist for RBA known for his science and tech documentaries, emphasised the ongoing relevance of human involvement in media, despite the advancements in AI.

"Whether AI will eventually replace some jobs in media houses, the human touch will remain indispensable, such as the ability to gather stories firsthand in the field and analyse them," he stated.

Mwanafunzi highlighted the importance of using one's intelligence alongside AI, recognising that AI-generated content may not always align with individual values.

In weighing the advantages and drawbacks of AI integration, the journalist sees numerous benefits, albeit with the acknowledgment that some staff might face job displacement. He emphasised the need for responsible usage and cautioned against rushing into AI adoption in media houses, stressing the necessity of thorough evaluation and consideration beforehand.

"Media organisations should assess whether the AI components they intend to incorporate align with their editorial stance and carefully weigh the benefits and consequences for their staff and journalists. We shouldn’t forget that overreliance on AI potentially leads to the neglect of human expertise and skills,” he said.