During the panel session on day two of the Amplify In-depth Media (AIM) Conference, held on 8 and 9 December 2024, Juliet Buna, the Editor of Crest FM Ibadan, delivered a profound perspective on the interplay between Artificial Intelligence (AI) and broadcast journalism. She highlighted the industry’s strengths and vulnerabilities in adapting to emerging technologies while emphasising the core principles of credibility and human connection.

“For the broadcast industry, credibility often rests on the evidence gathered from the field,” Buna remarked. She explained that sound-on-tape (SOT), also called insights or actuality, provides the backbone of storytelling in broadcast media. This requirement ensures that radio and television journalists cannot merely fabricate or rely on AI-generated content without tangible proof from the field. “When you write your story, your story cannot just go like that,” she said, contrasting this with the print industry, where AI-generated scripts may go undetected unless rigorously scrutinised by a meticulous editor. In broadcast, however, the accompanying elements of sound and visuals – such as interviews with victims or ambient noise from an accident scene – validate the story’s authenticity.

Buna recounted an experience where a student journalist used AI to refine an accident story but incorporated field-gathered details to ensure credibility. “He had the details from the field,” she said, noting that the screaming, crying, and testimonies of accident victims were essential components that made the story believable when aired on radio. “The originality and the natural sound… it’s very important to know that, okay, this is actually real.” While acknowledging AI tools’ potential, Buna highlighted their challenges. “AI, in a way, has brought a lack of credibility to what journalists do because it can generate anything and everything,” she asserted. However, she stressed that detecting AI-generated content is relatively straightforward for seasoned broadcasters, particularly in radio and television.

Buna expressed mixed feelings about introducing AI-powered robotic newscasters in the broadcast industry. While acknowledging the novelty of having AI deliver news, she raised concerns about the content itself. “If AI… will be taking the news at 7, the content… will it be human-generated, or will it also be AI-generated?” she asked. The quality and authenticity of the news—not just its presentation—are paramount. She urged media houses to maintain a human touch in AI-driven presentations. This includes ensuring that content is relatable and tailored to the audience. “For instance, if we’re having a program on politics, I’d want to hear details of the case,” she said, emphasising the need for precise, human-curated content to preserve the integrity of journalism.

Buna also addressed a broader issue within the journalism profession: the lack of standardised entry requirements. “For law, you have to go to law school… you must be called to the bar,” she noted, contrasting this with the ease of entry into journalism. She appealed to senior professionals to advocate for stricter standards, ensuring that those who enter the field are adequately trained and committed to its principles.

In conclusion, Buna acknowledged the dual role of AI in journalism. While it offers tools that can enhance efficiency, it also poses risks to authenticity and human connection. “We cannot rule out AI, and we cannot also rule out human intelligence,” she said. “It works hand-in-hand.” Her insights at the AIM Conference serve as a call to action for media professionals to harness AI responsibly while preserving the essence of journalism: truth, credibility, and a deep connection with the audience. Watch the full panel session on day two of the AIM Conference here.