THE advent of new media has brought both opportunities and challenges.
On one side lies a media sector under siege from rapid technological change — driven by new media platforms, big tech and artificial intelligence (AI).
Jobs in journalism are increasingly under threat and new tools are disrupting the comfort zones of technophobic professionals.
As Ginni Rometty, former IBM chief executive officer, wisely noted: “AI will not replace humans, but those who use AI will replace those who don’t.”
This quote captures a hard truth: Media professionals who embrace AI will outpace those who resist it.
Indeed, AI is already helping streamline operations and increase newsroom efficiency.
But while some media executives now dream of replacing journalists altogether with AI tools, that thinking is deeply flawed.
AI cannot — and should not — replace the human voice. Over-reliance on machines risks producing content which lacks depth, ethics and real-world relevance.
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AI still struggles with context, journalistic nuance and the human touch that defines credible storytelling.
It cannot chase leads, call sources or read between the lines of a complex political statement.
Still, ignoring AI is not an option. Instead, media houses must invest strategically in AI tools that enhance journalism — not diminish it.
A visit to Shanghai Media Group (SMG) in China revealed what’s possible when media organisations make real investments in technology.
SMG employs over 100 software engineers dedicated to developing advanced, in-house AI solutions that improve news production and strengthen audience engagement.
They have introduced tools like AI-powered interactive screens for the deaf and mute in hospitals and live translation software that makes news accessible in multiple languages — all in real time.
These are not just innovations — they are bridges connecting media to broader, more diverse audiences.
Back in Zimbabwe, talk about AI is common — but real action is rare.
There is a pressing need for media organisations to go beyond surface-level applications like posting tomorrow’s headlines on social media.
True AI integration demands real investment — in infrastructure, talent, research and long-term strategy.
More importantly, AI should be seen not just as a back-end tool for internal efficiency, but as a frontline strategy for building new relationships with readers and audiences.
Personalised newsfeeds, intelligent content recommendations, AI chatbots for instant feedback and interactive storytelling — these are the tools that can grow a new generation of readers and paying customers.
If Zimbabwean media hopes to remain relevant in the digital age, it must invest in AI processes that elevate how it interacts with its audience.
This includes:
- Funding in-house innovation teams focused on audience engagement
- Developing AI tools tailored to local languages, cultures and media habits
- Creating smart platforms that deliver personalised, high-value content
- Training journalists to work alongside AI, not compete with it
AI has the power to revive journalism, not destroy it.
But that future won’t arrive without serious, sustained investment.
The path forward must be one of collaboration between human insight and machine intelligence.
And journalists themselves should help lead this change — not as passive recipients of tech handed down from above, but as active architects of a smarter, more connected future.
