Story by Chiedza Mutyavaviri
AS Artificial Intelligence (AI) continues to redefine global media and communication landscapes, African broadcasters have been called upon to embrace the transformative technology with caution, responsibility, and respect for the continent’s cultural identity.
This appeal resounded through the corridors of the Safari Lodges in Victoria Falls, where media leaders from across the region gathered for the 2025 edition of the Southern African Broadcasters Association (SABA) Convention. The meeting brought together policymakers, technologists, and media executives to reflect on how Africa can adopt AI without losing its moral and cultural compass.
In his keynote address, SABA president, Mr Stanley Similo, set the tone for the discussions, underscoring the delicate balance between technological innovation and the preservation of African values.
“The future looks great, AI makes work more efficient. However, we need to be cautious when adopting these innovations and make sure we do not distort our values and humanity as Africans.”
Echoing similar sentiments, Zimbabwe Broadcasting Corporation’s (ZBC) Chief Executive Officer, Mr Sugar Chagonda, emphasised the need for regional collaboration to accelerate technological growth while maintaining African values and traditions.
As AI tools redefine communication, media production, and public engagement, the call for regional integration in technological development becomes more urgent.
With the winds of digital transformation sweeping across the continent, the message from Victoria Falls is clear; the future of African broadcasting must be technologically advanced, yet authentically African.
