Date of Award
2025
Document Type
Dissertation
Degree Name
Executive Masters in Media Leadership and Innovation (EMMLI)
First Supervisor/Advisor
Nancy Booker
Second Supervisor/Advisor
Peter Misiani Mwencha
Department
Graduate School of Media and Communications
Abstract
This qualitative study focuses on the unique challenges faced by Kenyan newsrooms, particularly within the Nation Media Group (NMG), as they navigate the adoption of Artificial Intelligence (AI) technologies. Through in-depth interviews with personnel directly involved in digital content management under Nation. Africa, Business Daily and Taifa Leo the research investigates the influence of AI on various aspects of content management, including veracity, tagging, categorization, content generation and production. The findings reveal that while NMG is making strides in AI adoption, it grapples with significant barriers such as financial constraints, technical skill gaps among staff, and professional reservations regarding the reliability and ethical implications of AI tools. Despite these challenges, AI has notable applications within NMG's operations. For instance, AI has been employed to automate repetitive tasks, enhance workflow efficiency, and improve content quality through tools like Chat GPT and Microsoft Copilot. Their text to audio AI tool which represents a strategic approach to content diversification, allowing consumers to access news through their preferred medium. However, concerns persist regarding the accuracy of AI-generated content and its ability to capture cultural nuances, particularly in a multilingual context where Swahili is predominant. The study, therefore, calls for the designing of holistic training programs in order to effectively equip journalists with the competencies necessary in using AI while at the same time safeguarding the integrity of the journalism profession. This research contributes, therefore, to the bigger conversation on the future role of AI in journalism, with insights pertinent to the needs of Kenyan media organizations. The study is meant to inform decision-making processes and guide the development of Abased solutions that are in line with the unique challenges faced by Kenyan media.
Recommended Citation
Keongo,Grace.(2025).Ai adoption in content management at Nation Media Group.(Unpublished)
Included in
Communication Technology and New Media Commons, International and Intercultural Communication Commons, Journalism Studies Commons, Social Media Commons
