Date of Award


Document Type


Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Prof. Nancy Booker


Graduate School of Media and Communications


Generative AI has revolutionized media landscapes around the globe, including in Kenya. Widely known for mobile technology adoption and digital entrepreneurship, Kenya's journalism field is experiencing drastic transformation thanks to AI's powerful abilities. This study sought to understand how Generative AI (GenAI) is being adopted by Kenyan media houses, as well as its advantages, drawbacks, and challenges associated with journalistic innovation. Chapter 1 introduces the global impact of

Generative AI while outlining specific implications for Kenyan newsrooms. Contextualizing AI's rise in media, this paper compares traditional and modern journalistic practices as well as big tech's impact in shaping news consumption and distribution. This chapter introduces the research objectives, outlining AI's current use in Kenya as well as barriers and opportunities related to adoption for journalists as well as differences between legacy media houses and digital media houses in their technological adoption strategies. Chapter 2 contains findings from interviews conducted with Kenyan news professionals regarding AI integration. Digital journalists, managing editors, and media personnel provide insights into how AI revolutionizes news production - from content generation to audience engagement. Chapter two addresses challenges related to technological change resistance and ethical concerns; opportunities presented by AI technology for journalistic practice enhancement; as well as training opportunities related to AI skills acquisition. Chapter 3 brings it all together by synthesizing insights and analyses associated with Generative AI's impact on Kenyan journalism. It examines AI's historical and contemporary uses in newsrooms, its integration challenges, and potential benefits for augmenting journalism. Furthermore, this chapter contrasts legacy media's approaches toward adopting AI while emphasizing training support from management and training as key to successful implementation. This document concludes with strategic recommendations for effective AI integration, emphasizing ethical frameworks, localization for Kenyan contexts, and audience-centric AI development as essential requirements. Finally, the project document provides a step-by-step development process for a tool that leverages Generative AI technology in newsrooms for increased productivity and efficiency, in line with the needs presented through this study. Each step is unique in its own way.