The Media Council of Kenya (MCK) has welcomed the launch of an Artificial Intelligence (AI) framework by Nation Media Group (NMG), describing it as a major milestone in guiding the responsible use of AI in Kenya’s media industry.
In a press statement released on Sunday, MCK said the framework represents a landmark step not only for NMG but for the broader media sector in Kenya as newsrooms increasingly integrate artificial intelligence into their operations.
According to the Council, it has consistently urged media organisations to develop internal policies to guide AI adoption in journalism. MCK noted that while technological disruption has brought opportunities for innovation, it also poses risks that could undermine journalistic standards and public trust if not properly managed.
“The framework is a timely response to the growing use of AI in newsrooms,” the Council said, adding that the guidelines emphasize responsible innovation while safeguarding the integrity of journalism.
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MCK clarified that AI should serve as a tool to augment human intelligence rather than replace it. The framework promotes adherence to editorial oversight, transparency through the labeling of AI-generated content, and respect for editorial policy to ensure quality journalism.
The Council also highlighted the framework’s ethical principles, including accountability, fairness, privacy, and the importance of maintaining a “human-in-the-loop” approach in editorial processes. It said these principles align closely with the Council’s own guidelines and could serve as a model for other media organisations
However, MCK cautioned that the effectiveness of such frameworks will depend largely on how they are implemented in daily newsroom operations. The Council urged NMG to invest in staff training and capacity building to ensure journalists understand how to apply the framework responsibly.
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“AI literacy and ethical reasoning require sustained investment, not one-off workshops,” the statement noted.
The Council also warned against the potential risks associated with content personalisation, saying commercial pressures could encourage the creation of “filter bubbles” that limit diverse perspectives. It urged media houses to ensure that personalisation strategies serve the public interest rather than merely boosting engagement metrics.
MCK further stressed that the framework should remain a living document that evolves alongside technological developments. Regular reviews and updates, the Council said, will be necessary as AI technologies continue to advance and new vulnerabilities emerge.
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The Council commended NMG for leading by example and called on other media organisations to adopt similar measures to guide AI use in journalism.
“MCK stands ready to support the sector as we navigate this complex transition together,” the statement said.
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