Opportunities and Challenges of Leveraging AI in Public Interest Media

The Digital Media Impact Summit (DMIS) 2024, held in October, brought together 88 participants from 34 countries in a global gathering that showcased how artificial intelligence (AI) is reshaping independent and public-interest media.

Hosted by RNW Media, this flagship event fostered dialogue among journalists, media makers, and public interest organizations to explore AI’s potential in building a healthier digital media and information ecosystem. At the heart of the discussions was how AI can transform the media landscape, enhancing resilience and amplifying social impact while addressing ethical and operational challenges.

AI presents immense opportunities for the media sector. Tools like “PadiChat,” an AI-powered chatbot developed by Love Matters Naija, have demonstrated how AI can increase accessibility by delivering essential reproductive health information to Nigerian youth. Similarly, organizations such as NairoBits Trust in Kenya are leveraging AI to refine campaign strategies and educational content, boosting their reach and engagement. On a broader scale, AI-driven innovations are streamlining content creation, automating moderation processes, and enhancing audience targeting—critical strategies for independent media seeking sustainability amidst limited resources.

However, the summit also highlighted pressing challenges. AI systems often reflect and perpetuate societal biases due to the underrepresentation of marginalized communities in their training data. This raises urgent questions about equity and inclusion. Environmental sustainability is another concern, as the high energy consumption of AI tools poses significant challenges for resource-constrained regions. Furthermore, infrastructure gaps and limited funding hinder AI adoption among many independent media organizations, risking a widening digital divide that excludes underrepresented communities from technological advancements.

These insights are further detailed in the DMIS 2024 report (download here: 2024 DMIS Report Final).

The event was built on findings from AI user stories we collected earlier this year. Surveys and interviews with 124 public interest media professionals revealed that 84% of respondents use AI tools for tasks ranging from content production to contextualizing images to audience engagement. Popular tools like ChatGPT, Bard, Transcription service tools, and Quillbot are shaping how media professionals create and distribute content, while innovations like WhatsApp chatbots are opening new channels to engage youth on sensitive topics. While AI technologies significantly boost efficiency and agility, respondents also acknowledge certain challenges, particularly the need to learn how to effectively utilize these tools. They emphasize the importance of understanding both the capabilities and limitations of AI as a necessary skill to fully maximize its benefits. It’s essential to consider the global disparities in AI development and adoption, as the social and economic advantages of AI tend to be concentrated primarily in the Global North. Read the full research report here: AI Adoption by Global Change-makers

One of the most significant outcomes of DMIS 2024 was the launch of the Haarlem Declaration—a collaborative framework advocating for ethical AI use in public interest media. The declaration underscores the importance of transparency, accountability, and inclusivity in AI development and implementation. By promoting ethical standards, the Haarlem Declaration calls on organizations worldwide to unite in championing an inclusive, safe, and reliable digital space.

RNW Media invites all relevant organizations to join this collective movement by signing the Haarlem Declaration and committing to shaping an AI-driven future that prioritizes equity and social impact. Please sign your signature here before 15th January 2025. Together, we can harness the power of AI to advance public interest media while safeguarding its ethical integrity.