Why AI Is A Tool Not Replacement For Journalists.

The rapid advancement of artificial intelligence (AI) is transforming journalism in unprecedented ways. As digital platforms evolve, AI is revolutionizing how news is researched, written, and consumed. From automated news generation to immersive storytelling through virtual and augmented reality (VR/AR), AI is reshaping the media landscape.

While AI offers efficiency and innovation, it also raises concerns about ethics, authenticity, and the role of human journalists in an AI-driven future.

Speaking during a Journalism Student Summit at Mount Kenya University (MKU), industry experts remain bullish that AI is not going to replace but to complement human abilities.

“AI is not here to replace humans but to advance media because it is controlled by humans and cannot work by itself,” Joan Jerop, an engineer at an AI company, observed.

This highlights the need for journalists and media professionals to harness AI responsibly rather than fear its impact.
AI has made significant inroads into journalism, enabling faster content creation and deeper audience engagement.

AI-driven tools can analyze audience preferences, personalize content, and enhance storytelling through automation and interactivity. A 2023 report by the Reuters Institute found that 69 percent of leading news organizations are now using AI for tasks such as content recommendation and automated reporting. Platforms like OpenAI’s ChatGPT and Google’s Bard can assist in news writing, content summarization, and even real-time translations, making global storytelling more accessible.

Moreover, AI is enhancing storytelling through immersive and interactive experiences. Virtual and augmented reality (VR/AR) are transforming how audiences engage with news, allowing them to experience events firsthand rather than just consuming them passively. AI-powered VR journalism enables audiences to “step into” news events, experiencing them as if they were on the ground, which enhances engagement and understanding.

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To stay relevant in the evolving media landscape, journalists, content creators, and media professionals must embrace AI as a tool rather than a threat. Developing AI literacy is crucial, as understanding how AI tools work and their limitations can help journalists and creators use them effectively.

A 2024 survey by the International Center for Journalists (ICFJ) found that 74 percent of journalists believe AI training is essential for their careers. Leveraging AI for content creation, such as AI-driven video editing software, automated transcription services, and chatbots, can enhance workflow and efficiency. Embracing data-driven journalism allows AI to process vast amounts of data to uncover trends, enabling investigative journalists to produce more impactful stories.

Queenter Mbori, Executive Director at Association of Media Woman in Kenya, raised a concern that without factuality, AI won’t be of any value. But she stressed that it’s high time for media professionals to leverage AI in their work. Mbori emphasized the need  adaptability adaptability, personal branding, and utilizing AI as a tool rather than seeing it as a competitor.

“Without correct information, AI is nothing. Therefore, for a person to survive in the journalism field, one needs to be creative, leverage AI tools, and build their brand. AI does not replace unless you allow it to,” Mbori said.

The media industry has seen a paradigm shift with AI integration. Automated journalism is becoming a norm, with news agencies like The Associated Press and Reuters using AI to generate financial reports, sports updates, and real-time news summaries, increasing efficiency and accuracy.

For example, The Associated Press (AP) uses AI to produce over 3,000 earnings reports per quarter, significantly reducing workload on human journalists. AI has also revolutionized content personalization, with streaming platforms such as Netflix and Spotify using AI to recommend personalized content based on user preferences, keeping audiences engaged.

The rise of deepfake technology and synthetic media has opened new possibilities for journalism, though it also raises ethical concerns about misinformation. A study by Deeptrace Labs revealed that deepfake videos have increased by 900 percent since 2019, highlighting the growing challenge of AI-generated misinformation. To combat fake news, AI-driven verification tools analyze sources and cross-check information before publication, helping maintain journalistic integrity.

The media industry is moving towards a future where AI, VR, and emerging technologies will redefine journalism and audience engagement. AI-generated media, hyper-personalized content, and immersive storytelling will become the norm. However, media organizations must balance technological advancements with journalistic integrity to maintain public trust.

While AI enhances efficiency, it is not here to replace human journalists or content creators. Journalism requires emotional intelligence, creativity, and critical thinking—qualities that AI lacks. AI can assist in data analysis, content recommendation, and automated reporting, but the human touch remains crucial in investigative journalism, opinion pieces, and narrative-driven storytelling.

The future of journalism will be a hybrid model where AI and human creativity coexist. AI will handle data-heavy tasks, freeing journalists to focus on in-depth reporting, investigative journalism, and storytelling that requires emotional depth. As AI continues to evolve, media organizations must strike a balance between technological advancement and ethical journalism.

By 2027, it is estimated that AI-driven journalism will account for 30 percent of all news content globally. Ultimately, AI is a powerful tool that, when used responsibly, can revolutionize journalism. However, it is human journalists who will continue to shape narratives, ask critical questions, and uphold the truth in an increasingly digital world.