In brief
During the World Media Summit in Beijing, Confidence Musariri, Acting Manager for Editorial and Operations at NAMPA, highlighted his agency's use of AI to slash costs and broaden audiences. He urged media organizations in the Global South to bypass Western gatekeepers and share content directly, aiming to dismantle stereotypes that harm national investment. Musariri also advocated for stronger social media involvement to counter false narratives about Africa.
At the World Media Summit in Beijing, Confidence Musariri, Acting Manager for Editorial and Operations at Namibia Press Agency (NAMPA), announced that his agency is already using artificial intelligence to cut production costs, speed up delivery and widen its audience, while urging news organizations in the Global South to collaborate directly to break persistent stereotypes.
Musariri said that Namibia, like many African countries, is often subjected to generalized views that portray the continent as a single entity, thereby undermining investment and national image. He stressed that media must evolve and "embrace social media where every content creator tells the story the way they see it."
He called on the Global South to unite and share content directly with one another instead of relying on Western news agencies to verify and gatekeep their stories, arguing that such cooperation would help dismantle enduring stereotypes of war, poverty and corruption.
According to Musariri, social media already plays a bigger role in demystifying false narratives, and NAMPA is in the process of integrating AI applications to further expand its audience reach and improve newsroom efficiency.
He expects to secure hands‑on skills exchange at the summit that goes beyond traditional approaches, allowing Global South agencies to learn next‑generation AI solutions and to foster a stronger collective voice.
