SABA conference spotlights AI and media

The eighth edition of the Southern African Broadcasting Association's (SABA) Broadcast Media Conference is taking place this week in Swakopmund under the theme 'Broadcasting and Content Publishing in the AI-Infused Digital Ecosystem'.

The meeting coincides with the 31st Annual General Assembly (AGM) of SABA.

Namibia’s Vice-President Netumbo Nandi-Ndaitwah, in her keynote address, emphasised that the conference theme reflects the ongoing digital transformation. She described AI not just as a technological advancement but as a tool that empowers storytelling and reshapes societal narratives.

She added that the time must come when Africa is not just a user of others' innovations but contributes to the world’s innovation heritage.

“It is recognised that AI has a role to play in broadcasting; it is revolutionising every aspect of broadcasting and content publishing. Artificial intelligence has the potential to make media more accessible, inclusive, and impactful, extending the reach of stories to every corner of the globe,” she said.

“With this immense power comes a profound responsibility. As custodians of information and shapers of public opinion, you must ensure that AI is harnessed ethically and thoughtfully. The promise of AI should not compromise the core principles that guide your work: accuracy, fairness, and credibility.”

Nandi-Ndaitwah said she believes in the power of information, as it can both break and build.

“As practitioners in the field of media, you must remain steadfast in your commitment to uphold the integrity of your reporting, where issues are made clear to the audience. You should use AI to enhance, not erode, the trust your audiences place in you. As we explore AI’s capabilities, we must also be mindful of its limitations and biases. Your role as broadcasters and journalists is to maintain a critical eye, ensuring that technology serves as a tool for truth, not distortion. It is your duty to set ethical standards and implement robust editorial oversight. Let us ensure that technology serves the public good and strengthens our role as pillars of truth in society.”

Power of information

Nandi-Ndaitwah said she believes in the power of information.

“As practitioners in the field of media, you must remain steadfast in your commitment to uphold the integrity of your reporting, where issues are made clear to the audience. You should use AI to enhance, not erode, the trust your audiences place in you. As we explore AI’s capabilities, we must also be mindful of its limitations and biases. Your role as broadcasters and journalists is to maintain a critical eye, ensuring that technology serves as a tool for truth, not distortion. It is your duty to set ethical standards and implement robust editorial oversight. Let us ensure that technology serves the public good and strengthens our role as pillars of truth in society.”

She said the critical role of women in the digital revolution needs to be recognised.

“Women bring invaluable perspectives, creativity and resilience to the fields of AI and media, driving innovations that make our content richer, more diverse, and truly representative of the societies we serve," the vice-president said.

"Yet, despite their significant contributions, women remain underrepresented in the AI and technology sectors. It is imperative that we create pathways that empower women, including young women, to not only participate but also lead in this dynamic space. When women are empowered to lead, the stories we tell become more inclusive, the technologies we build become more equitable, and the media landscape becomes a true reflection of the rich tapestry of human experiences.”