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Artificial intelligence (AI) has emerged as the media’s greatest technological ally but it also brings ethical challenges to the journalism world, Reyhana Masters, a seasoned journalist has said.
She made the remarks during a meeting organised by the Zimbabwe National Editors Forum (ZINEF) and the Zimbabwe Union of Journalists (ZUJ), with support from WAN-IFRA Women in News (WIN).
Masters said since AI is evolving quickly, focus must be on policy and ethics, especially in relation to media and journalism.
“I want to remind you that artificial intelligence is the ultimate paradox. It’s our greatest technological ally, yet it is humanity’s, and in fact,
journalism’s most profound ethical challenge. And if you take nothing away from the AI, take that away with you, and one more thing. It can be used in destroying or restoring life, and we see that.
“AI has been used on both on a daily basis to identify precise targets in Gaza, killing thousands of men, women and children, while at the same time with the system, performing very intricate life saving surgeries,” she said.
In media, AI at times contributes to disinformation and hate speech, but also helps monitor violations and protect vulnerable users, such as women online.
AI contributes to the disinformation in the media information ecosystem while also exploiting to stoke online hate speech and violence. On the other hand, it is also being used as a tool to monitor online violations and provide advice to women being attacked in the digital sphere.
Susan Makore, the Deputy Executive Director, Programme Strategy, at WIN, said at the moment, legacy media is struggling due to the fast digital shift, dwindling advertising revenue, and competition from tech platforms.
“Audiences prioritize survival over subscriptions, especially in low-income regions. Influencers are replacing journalists as primary information sources, confusing public perceptions of journalism. COVID-19 worsened media fragility, drying up revenue and highlighting the need for trustworthy information,” Makore said.
Confidence in journalism is falling due to weak ethics, elite-driven narratives, and lack of audience engagement. Investigative journalism is under threat from governments and corporations. Climate journalism is important but often donor-driven, risking editorial independence.
AI adoption is happening covertly in some newsrooms, while others embrace it strategically.
“AI is not a magic fix—it must be used intentionally with strong editorial oversight. Journalists must still research, fact-check, and be curious. AI enhances workflow but doesn’t replace judgment. There is a need for AI strategy and guidelines. Newsrooms lack clear policies on AI use, data protection, and ethical practices. Journalists must read extensively to understand AI’s biases and limitations (e.g., lack of African data). Editors must lead internal discussions and training on AI,” said Perfect Hlongwane, the Secretary-General of the Zimbabwe Union of Journalists.
There is a growth in African innovation and collaboration. African innovators like Lelapa AI are creating language models for Swahili, Zulu, Yoruba, etc.
Nigel Nyamutumbu, the Coordinator of the Media Alliance of Zimbabwe bemoaned the fact that there is a lack of sharing and awareness of local AI tools.
“Most global AI policies are top-down, ignoring local newsroom realities. African media must co-create ethics and guidelines rather than copying global templates,” Nyamutumbu said.
Delegates were encouraged to use existing African frameworks like Rundata Basadi Declaration; UNESCO AI Ethics; Paris Charter; and the African Union Digital Strategy.
“There is a need to adopt an Ubuntu-inspired ethical approach—centering community, humanity, and responsibility while ensuring human-in-the-loop systems to keep journalists in control of AI usage. Stakeholders must promote localized AI development and community input. Journalists must fall back in love with journalism. AI is just a tool—it’s the human values, ethics, and professional judgment that will determine its impact in the newsroom,” Masters added in her final remarks.
