For the Deputy Director, Digital Media, Voice of Nigeria (VON), Quasim Akinreti, it is expedient for African media to maximise opportunities of technological advances, which AI provides.

Speaking at a public lecture, titled, “Shaping the future of African language media through Artificial Intelligence,” held in Lagos, recently, he observed the media system in Africa: Print, electronic and Internet platforms today are not giving preferences to indigenous language as most preferred medium of publications and broadcasts.

Saying African language media are tools for communication, socialisation and community relations in the 21st century, Akinreti, former Chairman of the Nigerian Union of Journalists (NUJ), Lagos State Council, noted that people using indigenous languages are very few and the readers, listenership and viewership are waning.

He recalled that in the past, African media were powered by oral messages passed through word of mouth, at palace meetings, village square (use of Gongs, Goje,) family and town hall meetings.

He said, “messages were sent across through traditional ornaments. In Yorubaland, Southwest Nigeria, we refer to it as Aroko.”
Describing languages as the cornerstone of communication and progress, Akinreti said in recent times, only few Yoruba tabloids such as Irohin Yoruba, Alaroye, Akede Odua, are on the newsstand.

To him, “radio and TV broadcasts in indigenous languages are more provincial than national. Sub-national governments hold on to local languages for public enlightenment.”

He, however, noticed no African country has implemented formal AI Regulations, but “UNESCO gathered African Union of Broadcasters in Cameroun, March 2024, to adopt recommendations on ethics of AI, because there are growing concerns arising from the emergence of AI on African media organisations.”

Globally, he disclosed 34 countries have produced and published National AI Strategy, adding Goldman Sachs forecast that global AI investment will reach grow from $ 110.2 billion in 2023 to $158.4 billion in 2025.
Expectedly, the don said Nigeria, Ghana, Kenya, South Africa, and Ethiopia have deployed AI services in the financial, Agric, and health sectors, “but the media industry which uses African languages for social mobilisation among others is struggling.”

To this end, he advised African media to leverage the advantage of technological advances, which AI provides. He identified challenges such as cultural, managerial and effect of colonialism.

Concerning managerial challenges, he said there are noticeable lack of appreciation and understanding of communities and ethical practices during data collection. He added Africa is a continent of diverse cultures and languages present a challenge to advertisers in term of creating targeted campaigns that resonate with local audiences.

On managerial gaps, he said African countries have not been able to manage AI talent pool in the continent, most of the IT and computer experts have relocated to Europe and America for greener pastures. Similarly, African countries have failed to invest in the promotion of indigenous languages as writings, speeches and other data on local languages are very inadequate on the internet.

On the impact of colonialism, he observed the introduction of foreign languages as lingua franca in African countries is a disservice to the use of indigenous languages.

He, however, further suggested, “since AI is a technological revolution, African countries must provide adequate infrastructure such as energy –power supply for AI incubating centers across the continent; funding research into AI tools must be provided by National and sub-National governments in Africa to encourage young African AI experts and linguists who will continually bring innovations to shape African media language path towards better utilisation of AI; there must be a deliberate investment in human capital in the areas of AI through appropriating more incentives for Africans to study Science, Technology and Mathematics, (STEM). This will be a good follow-up to UNESCO’s launch of an Educational TV Channel, exclusively dedicated to education, The UNESCO TV is poised to raise awareness on issues related to AI, ethics and sustainable development of African Language media.”

Other recommendations include, the language of instruction in African Schools should be indigenous to capture creative ideas of Africans, as the current educational system across the continent is Eurocentric; the adoption of foreign language as lingua franca is a disservice to the promotion of indigenous language, which are gradually going to extinction; African Journalism training centres should include; AI & Journalism in the Mass Communication curriculum to accommodate huge potential of this fourth industrial revolution; a regulatory framework for AI is needed to addresses AI ethical issues prevalence in technical, cultural and managerial.

In this respect, established institutions in South Africa, Nigeria, Rwanda, Senegal, Egypt such as Africa AI Lab in Kenya, Twente Institute of Technology Connectivity, South Africa, National Centre for AI and Robotics, Nigeria, CoastGIS Research Institute, Senegal, and Smart Africa- continental digital hub, must join platforms for shaping the adoption of AI regional and continental strategy; he AI application of Natural Language Processing, NLP, must assist in the promotion of indigenous language for African media systems and stakeholders must advocate for the speedy development of Africa Large Language Model, (LLM), to preserve the African culture and leverage on the potentials of AI.