Is it real or AI? Framework to guide ‘Nation’ journalists, protect audiences
What you need to know:
- Nation Media Group last week launched its Framework for the Use of Artificial Intelligence (AI) across all its platforms.
- For consumers of NMG content, this policy is important because it provides clarity on the use of AI in the media, and helps to dispel some misconceptions.
- Media organisations and journalists all over the world have adopted AI to simplify their work and enhance efficiency.
The Nation Media Group last week launched its Framework for the Use of Artificial Intelligence (AI) across all its platforms, which will guide its journalists on the deployment of the technology.
The sector’s regulator, the Media Council of Kenya, has described the move as a landmark achievement, “not just for NMG, but for the entire Kenyan media industry”.
For consumers of NMG content, this policy is important because it provides clarity on the use of AI in the media, and helps to dispel some misconceptions.
One misconception is that AI use in media is wrong, unprofessional, and unethical. Readers have been quick to call out journalists or media houses whenever they suspect or come across “evidence” of the use of AI.
Yet, like in many other professions, media organisations and journalists all over the world have adopted AI to simplify their work and enhance efficiency in the production and distribution of their content. The NMG’s Editor-in-Chief, Dr Joe Ageyo, notes in the foreword to the framework that “AI is rapidly reshaping how content is discovered, produced, distributed, and monetised. For journalism organisations, the question is no longer whether to engage with AI, but how to do so responsibly, strategically, and in a manner that strengthens public trust”.
The Nation Media Group assures its audiences that it is committed to using AI in a responsible and ethical way to improve its journalism, not replace it. The AI technologies, according to the framework, will be used to “enhance content production, distribution, and audience engagement across NMG’s platforms. It also aims to empower staff, improve content quality, automate rote tasks, optimise workflows, and enable data-informed decision-making”.
The use of AI will also adhere to the NMG editorial policy, ethical guidelines, privacy and data protection standards, and partnership policy.
A core aspect of the framework is the emphasis on the human intervention and judgment in the use of AI. The NMG journalists are expected to use AI to augment human intelligence, not replace it. Editors will retain editorial oversight and human input in content production, ensuring that AI tools are used as aids, not to replace human judgment.
The editors are expected to primarily rely on human content generation and interrogation of ideas and lean on Generative AI to explore innovative ideas, angles, and story follow-ups.
Content creators are free to use approved AI tools to add depth and context to story ideas, and to generate tables, lists, charts, and other storytelling devices. They will also use approved AI tools for content discovery, gatekeeping, content packaging and production.
For content generation, journalists are free to use AI to generate content like news articles from press releases, summaries, sports and market reports, social media posts, ideas for story follow-ups, and interview questions. They may also use the tools to test content variations to produce the most effective headlines, images, and formats for higher engagement, and to generate ideas on story angling and approach and get outlines of the salient points that are needed to make the story powerful. The tools may also be used to condense huge or complex data to tables and point forms or listicles, and to translate text and audio into different languages or to convert audio and video into text.
The framework also provides guidelines on transcription and translation, personalised content, curation and tagging, sentiment analysis, audience engagement, automated video editing, and targeted advertising.
To ensure transparency with audiences, the framework requires content generators to clearly label fully AI-generated content to distinguish it from human-authored articles. They will also let the audiences know when AI has been used to collect data or personalise content.
Additionally, the framework provides that AI use will protect the privacy and security of users. “We will safeguard user data and maintain strict data privacy standards, complying with relevant regulations and industry best practice,” it states.
The journalists are also expected to monitor and address potential biases in AI algorithms to ensure that content represents diverse perspectives and communities.
NMG will regularly evaluate, and update AI-driven tools deployed in its operations.
The framework notes that, to effectively utilise AI tools and systems for content creation and distribution, NMG staff are required to possess a combination of technical skills, a solid understanding of journalism principles and the NMG editorial policy and house style. These include fact-checking and verification skills, understanding audience needs, and data journalism.
The framework also outlines the ethical principles that NMG’s content creators must adhere to. These include fairness, doing no harm and non-intrusion into privacy.
Another misconception is that AI and disinformation are one and the same. When people ask: Is it real or AI? they often mean to ask: Is it a deep fake? Is AI responsible for disinformation, including deep fakes? No. However, it is the agent that is deployed in the creation of fake images and fake videos. AI, when used responsibly and ethically, has immense benefits for society.
For NMG content creators and editors, the test is the fidelity to the framework.
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