Unleashing the Power of AI: How Journalism Can Flourish Amidst the Revolution

By Mathews Kabamba

Close to a decade ago, Chashinsha Busenga and I graduated from journalism school at the same time, but our careers have since taken very different paths.

Since graduating, I have had the good fortune to work in conventional media, whereas Busenga has struggled to find work in a reputable newsroom.

Throughout the years, I have occasionally made light of Busenga, sarcastically labelling him a "failed journalist." When he gets on my nerves, I usually hit back with "do you even know where your journalism diploma is?"

Recently, we had a serious discussion regarding career advancement. In the middle of this career talk, Busenga asked me if I had ever considered the threat that the arrival of Artificial Intelligence (AI) posed to my career.

"You might join us on the streets soon, Mr Accomplished Journalist," he remarked as though to get back at me for all the shade I usually throw at him about his ‘failed journalism career.’

His remarks rang a bell too loud to snooze. The truth is until his question, I have been a bit passive when it comes to imagining that artificial intelligence may endanger my profession as a journalist.

Indeed, AI is increasingly altering the way society communicates and consumes information these days.

Journalism jobs under siege

The emergence of powerful generative AI programmes like ChatGPT and Bard among others means that robots can now write stories, songs, code programmes in seconds, outperforming humans in certain cognitive tasks.

Many duties I perform as a journalist such as producing news items, summarising data, and performing research, can be automated using AI-powered solutions, if this doesn’t threaten my job, nothing will.

On Tuesday, UK publication, The Guardian reported that “Germany’s Bild tabloid, the biggest-selling newspaper in Europe, has announced a €100m cost-cutting programme that will lead to about 200 redundancies, and warned staff that it expects to make further editorial cuts due to “the opportunities of artificial intelligence”.

According to The Guardian the moves follow an announcement in February by the chief executive, Mathias Döpfner,that the publisher was to be a “purely digital media company”. AI tools such as ChatGPT could “make independent journalism better than it ever was – or replace it”, he said.

Clearly, as fewer human journalists are required to produce news content, many of us in the media industry may lose our jobs. This prompted me to consider how journalists can exploit the AI wave to stay afloat.

As humans, we still have an edge over AI in that we possess characteristics such as empathy, perspective, context, and nuanced understanding. This is something that AI still lacks.

Journalists can concentrate on stories requiring human elements, such as in-depth profiles, investigative journalism, opinion pieces, and features that relate the stories of individuals and communities.

Adopt a multi-skilled approach

Journalists should adopt a multi-skilled approach and strive to be versatile in their craft. This includes being knowledgeable about video and audio production, data analysis, digital marketing, and social media management.

While AI continues to advance, taking a multi-skilled approach will help journalists ensure their continued value in the media industry.

The AI field is constantly evolving, and journalists must stay abreast of the most recent advancements. Regular participation in webinars, seminars, and courses can assist journalists in staying current.

Instead of perceiving AI as a threat, journalists can utilise AI tools to improve their work. For instance, AI can assist with automating repetitive tasks, organising and analysing data, and even transcribing interviews, allowing journalists more time to concentrate on more complex tasks.

The AI conversation is one that we should approach with sobriety. To that journalist who feels threatened by AI, channel your energies to looking for solutions. I believe AI to be a potent instrument for journalists.

Many AI tools can be utilised to your advantage. The key is to continue learning about artificial intelligence and how to utilise it to convey your stories. You have the ability to flourish in the age of artificial intelligence.

For me, the remark of my friend was a wake-up call. I realised that I must be prepared for the changes that AI will bring to my industry. However, I will not let AI deter me from continuing on my path as a journalist.