The Media Council of Kenya (MCK) has called for robust ethical Artificial Intelligence (AI) guidelines to regulate the media sector.
MCK CEO David Omwoyo said responsible use of AI in journalism safeguards public trust while fostering innovation.
Mr Omwoyo who represented the Council at the 2025 National Association of Broadcasters (NAB) Show, held in Las Vegas, USA, emphasised the need for collaborative, long-term strategies in adopting technology and addressing the demand for accurate audience measurement in a fragmented content landscape.
“Knowledge gaps at senior levels in the streaming ecosystem are driving poor decisions. Continuous education is essential for the media to thrive in a digital-first world”, he said.
He highlighted MCK’s efforts to develop policies for responsible technology use in newsrooms, including development of Media Guidelines on Artificial Intelligence, a Journalists’ Handbook for Reporting on AI and Data, a Data Governance Guide for Media Enterprises and Ethical Guidelines on Social Media Use by Journalists and Media Organisations.
Mr Omwoyo also stressed the importance of aligning editorial, technical and financial teams within media organisations, noting a shift in technology decision-making from engineers to finance departments. This trend, he said, underscores the need for inclusive models that balance innovation and sustainability.
The NAB Show spotlighted the creator economy’s growing influence and the push for media houses to adopt flexible, mobile-first production tools. Insights from the event will shape MCK’s ongoing work to foster media innovation, strengthen newsroom resilience and craft regulatory frameworks aligned with global trends.
The event, themed “Storytelling at Scale,” drew over 65,000 global media stakeholders to explore the future of broadcasting, content creation, and regulation in the digital era. It is a prominent international forum, engaging with broadcasters, regulators and content creators on the opportunities and challenges shaping the media landscape. A key focus was the rising role of AI in journalism and the pressing need for ethical and regulatory frameworks.