Navigating the Impact of AI on the Media and Creative Industry

THE 4IR, ALSO KNOWN as Industry 4.0, marks a new era of technological development characterised by the integration of advanced technologies such as artificial intelligence (AI), the Internet of Things (IoT), and robotics.

To navigate this new era, the Namibian government established a 4IR task force aimed at identifying and addressing the opportunities and challenges 4IR presents to our country.

One area expected to be heavily impacted by 4IR is the media and creative industry.
With the increasing use of AI in various aspects of media production and distribution, there is a likelihood that some jobs in the industry will be automated.

However, it is important to note that AI can also bring about new opportunities for creativity and innovation in the industry.

POTENTIAL AND PITFALLS

One example of AI technology that is already being used in the media industry is OpenAI’s ChatGPT.
ChatGPT is a language model that can generate human-like text. It has a wide range of applications, such as content creation, language translation, coding and professional writing.

Similarly, DALL-E and Midjourney are image generation models that can create new images from text descriptions.
These innovations have the potential to revolutionise the way media and creative content is produced, making it faster, cheaper, and more efficient.

Another way in which AI is impacting the media industry is through the changing nature of news consumption.
With the rise of social media and other online platforms, media companies are having to adapt to this new reality by experimenting with new forms of content and distribution. 

One example is the use of AI-powered news writing tools, such as Automated Insights’ Wordsmith and the Associated Press’ robot reporter.
These tools are able to analyse data and produce written content.
While some see this as a way to increase efficiency and productivity, others view it as a threat to journalists.

Another example is the use of AI in video production. For example, companies like Wibbitz and Kapwing use AI to edit videos, creating headlines and captions, and even creating video summaries.

This can make video production faster and more efficient, but it also has the potential to reduce the need for human video editors.
These are just a few examples of ways in which AI is already being used, and it’s likely that many more will be developed in the future

IMPLICATIONS

However, it’s not all bad news.
The 4IR task force is working to ensure that the country is well-positioned to take advantage of the opportunities presented by these technologies.
The task force is also working to identify potential challenges and develop strategies to mitigate them.
For example, it is working to develop a national strategy for digital skills development and to establish a national centre for data science and AI.

With the increasing use of AI in the industry, there is also a need to consider the ethical and societal implications of these technologies.
For example, the use of AI in content creation raises questions about the authenticity and originality of the content, and the potential for AI-generated content to spread misinformation.

Therefore, it is crucial for the Namibian government and industry players to consider these ethical implications and develop policies and regulations that ensure the responsible use of AI in the media and creative industry.

‘FIFTH WAVE’

As we move into the fifth Industrial Revolution (5IR), which is characterised by the integration of advanced technologies such as AI, quantum computing, and biotechnology, the impact of AI on the media and creative industry will only continue to increase.
It is important for Namibia to continue to stay at the forefront of these technological developments and to actively address the opportunities and challenges they present.

Moreover, the media industry can also take steps to mitigate the negative impacts of AI and automation.

One potential solution is to focus on developing new skills and competencies that will be in high demand in the 4IR.

For example, media professionals can focus on developing skills in AI prompting, data analysis, programming, and digital marketing.
Additionally, media companies can also invest in training programmes to help their employees adapt to the changing nature of work in the 4IR.

CHALLENGES

In conclusion, the fourth Industrial Revolution is likely to have a significant impact on the media and creative industry in Namibia.

The use of AI in various aspects of media production and distribution has the potential to automate certain jobs in the industry, but also brings about new opportunities for creativity and innovation.

The Namibian government’s 4IR task force is working to identify and address the opportunities and challenges presented by 4IR, including developing a national strategy for digital skills development and establishing a national centre for data science and AI.

It is important for the media industry to also focus on developing new skills and competencies that will be in high demand in the 4IR and for the government to consider the ethical implications of AI in the industry.

• Etuna Kanana is a multimedia specialist at Floodgate media and communications.

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