In brief
Confidence Musariri of the Namibia Press Agency says its newsroom already employs AI to reduce costs and broaden reach, and urges the Global South to cooperate directly to break stereotypical narratives. At the World Media Summit in Beijing, he hopes to secure partnership deals and learn next‑generation AI tools.
In a recent interview with Xinhua on October 31, Confidence Musariri, Acting Manager for Editorial and Operations at the Namibia Press Agency (NAMPA), announced that his newsroom is already using artificial intelligence to cut production costs, speed up delivery and widen its audience. He said the agency plans to use the upcoming World Media Summit in Beijing to secure cooperation agreements and learn next‑generation AI solutions.
Musariri said the Global South media should unite to dismantle persistent stereotypes that paint African countries as a single monolithic ‘one Africa’. He stressed that the way stories are told matters: “I believe we must adopt the usage of social media where every content creator tells the story the way they see it. It is outside the boundaries of conventional media now. I think social media is playing a bigger role in demystifying the stereotypes and false narratives,” he said.
He added that Namibia, like many other African nations, is repeatedly affected by generalized views of war, poverty or corruption. Those stereotypes he said hurt investment, physical and cultural capital, and the image of the nation on the world stage.
Musariri called on news organisations in the Global South to establish direct content exchanges, rather than continuing to rely on Western gatekeepers that verify and gatekeep stories. He urged the use of social media as a tool “outside the boundaries of conventional media” to recover narratives that are often crushed under a Western narrative.
According to name, the agency has begun applying AI in story‑writing and translation services, removing repetitive tasks and making it possible for journalists to publish more quickly and to a broader audience. The AI tools also allow editors to review content more efficiently, freeing up time for investigative and cultural reporting within Namibia.
Musariri noted that the global media climate is shifting dramatically toward digital. He believes AFRICA’s national media voices will thrive in a future where technology is used thoughtfully, “to advance the national discourse without losing the cultural context.”
Previously, NAMPA had been criticised for its heavy reliance on international news wire services. Musariri said the agency’s AI development aims to reverse that trend, creating a more level playing field for Local and indigenous stories to reach the world stage directly.
At the World Media Summit in Beijing, Musariri intends to sign cooperation agreements with agencies from other Global South countries. He said these partnerships would allow for “interactive knowledge exchange”, “hands‑on skills training” and “joint experimentation” with next‑generation AI technology.
He also pointed out that such partnerships are essential to maintain “cultural and contextual integrity”. By building alliances with other south‑side agencies, NAMPA can share resources yet protect the stories that local communities value, while avoiding “Western gatekeepers” and the risk of misrepresentation.
Musariri asserted that the global media that includes the voices of Indigenous Nations, small communities, and indigenous journalists should become a greater force for change. “With AI we can now gap the production costs, the reach and still maintain the cultural storytelling traditions,” he said.
He described the Summit as a “critical event to secure the future of media in the Global South”, and said that it will be an opportunity to “re‑balance the information transfer” where stories can originate from their source communities and be shared directly to audiences worldwide.
Musariri’s remarks underline an emerging trend where national news organisations across the Global South are turning to technology to carve out a stronger presence in the global information ecosystem. The emphasis on AI in Namibia, specific to NAMPA, mirrors broader calls for digital migration that keeps narratives grounded in original cultural realities while embracing new media landscapes.
