“Remain vigilant stewards of truth…” AUB DG charges 12th Global Video Media Forum in Quanzhou, China.

Director General of the African Union of Broadcasting, AUB Gregoire Ndjaka says emerging technologies are reshaping media capabilities with artificial intelligence (AI), immersive media, and data analytics allowing practitioners to tell stories in ways once thought impossible.

Mr Ndjaka was said this at the 12th Global Video Forum in Quanzhou, China where he highlighted the extent to which AI- powered tools are enabling data analysis, personalized content delivery and targeted reporting while at the same time opening new frontiers for audience engagement and participation.

In exploring these transformative tools however, he warns that the media must remain vigilant stewards of truth, fact, objectivity and social responsibility- tenets that hold practitioners accountable to society and humanity as they perform the sacred duties of disseminating information and creating safe spaces for people to make their voices heard in issues affecting their wellbeing, aspirations and development.

“This informs our position at the AUB to undertake trainings on the ethics of AI and responsible content moderation to ensure that technological advancements align with journalistic integrity. I invite our international partners to join us in promoting a framework for ethical use of AI in media encapsulated in the AUB’s African Observatory of Artificial Intelligence.”

The AUB, he noted, has long promoted collaborative journalism and content-sharing initiatives that allow African stories to reach the world, providing authentic perspectives while respecting cultural contexts. Through initiatives like the AUB News and Programs Content Exchange Centre in Algiers, Algeria, AUB is building a network that supports balanced reporting and empowers regional narratives to shine on the global stage.

The African Union of Broadcasting, he said, believes strongly that by investing in localized content and partnering with grassroots organizations, Africa’s diverse stories can contribute to the global narrative.

Mr. Ndjaka encouraged media leaders at the forum to collaborate more to promote localized storytelling and cultural preservation initiatives, as they are vital in promoting a media landscape that reflects the world’s true diversity.