Al in media: Opportunities and risks

THE use of Artificial Intelligence (AI) in the media and communication sector offers exciting opportunities to boost audience engagement, but it also poses significant risks, including job displacement, rising unemployment, and a growing digital divide.

- RAPULA MOATSHE

This was highlighted during a panel discussion held as part of Women’s Month celebrations at Tshwane University of Technology's (TUT) Pretoria Campus yesterday. The discussion brought together women in media and communication to explore ways to leverage AI in their professions.

Under the theme, “Leveraging the Use of AI in Education, Media, and Communication,’ a panel of media and communication experts engaged with TUT students studying media, journalism, and integrated communication.

Athi Geleba, head of digital communication at the Presidency of South Africa, noted that AI is a double-edged sword, presenting both opportunities and significant risks for effective communication.