By Online Reporter
THE Deputy Minister of Information, Publicity and Broadcasting Services, Honourable Omphile Marupi, has urged the media to adopt artificial intelligence (AI) responsibly, emphasising the need to preserve ethical standards and human values in the process.
Hon Marupi made the call in his remarks at the 2025 edition of the Southern African Broadcasters (SABA) Convention at the Safari Lodges in Victoria Falls on Tuesday. Deputy Minister Marupi spoke on the importance of balancing technological advancement with integrity.
“We must embrace Artificial Intelligence, but never erase the human touch, our values, and ensure we do not mislead society,” Hon Marupi said.
He stressed that while AI presents vast opportunities for innovation and efficiency within the information and broadcasting industry, it should be used as a tool to enhance, rather than replace, the authenticity and moral responsibility that underpin credible journalism.
In his opening remarks, SABA president, Mr Stanley Similo underscored the importance of striking a balance between embracing modern technology and safeguarding Africa’s cultural and ethical fabric.
“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 the same 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.
Regional integration not only strengthens the continent’s capacity to innovate, but also ensures that African voices and stories are part of the global digital narrative.
SABA was established in 1993 and has played a critical role in shaping the media landscape of Southern Africa by promoting ethical journalism, cross-border collaboration among media professionals, and amplifying regional narratives.
