Media professionals have been advised not to be scared or overwhelmed by the complexities of Artificial Intelligence, but to proactively prepare themselves to navigate the evolving landscape.
An IT specialist and experienced journalist based in the United States, Chris Tunde Odediran, shared some insights on how media professionals can better prepare in a masterclass paper presented to the University of Lagos Mass Communication Alumni Association.
(UMCAA) on Saturday, July 13, 2025, titled How Generative AI Will Shape Mass Media Work and Workforce.
Artificial Intelligence, according to Odediran, a former Bureau Chief of The Punch in Abuja, is not merely a technological advancement, but a transformative force reshaping the mass media and other types of work.
“Just as legal practice, accounting, agriculture, and engineering are undergoing transformation resulting from AI, newspaper and broadcast journalism, public relations, advertising, and digital marketing are expected to face a seismic change.
“While AI is automating routine tasks, enhancing efficiency and demanding a new set of skills from professionals, future media professionals will be a hybrid individual, adept at leveraging AI tools while retaining uniquely human qualities of critical thinking, creativity, empathy, and ethical reasoning,” he explained.
Odediran said the preparation required by media professionals involves a multi-pronged approach, which will include the following:
Upskilling and Reskilling: Actively seek out training and educational opportunities in AI, data analytics, and digital tools.
This could involve online courses, podcasts, YouTube training, instructor-led training, certifications, workshops, or even formal academic education programs.
Embrace AI as a Co-pilot: View AI not as a replacement, but as a powerful Network and Collaborate: Connect with other professionals who are exploring AI in media. Share knowledge, best practices, and collaborate on projects that leverage AI. This fosters a community of learning and innovation.
Specialize and Differentiate: While AI can automate general tasks, human specialists with unique skills and perspectives will be highly valued. Professionals should identify their niche and develop deep expertise in areas that require human creativity, empathy, and strategic thinking.
Network and Collaborate: Connect with other professionals who are exploring AI in media. Share knowledge, best practices, and collaborate on projects that leverage AI. This fosters a community of learning and innovation.
Specialize and Differentiate: While AI can automate general tasks, human specialists with unique skills and perspectives will be highly valued. Professionals should identify their niche and develop deep expertise in areas that require human creativity, empathy, and strategic thinking.
Stay Informed: Regularly read industry reports, research papers, and news about AI advancements in the media sector. Attend conferences and webinars to stay abreast of the latest trends and technologies.
Use AI: Most importantly, don’t watch everyone use AI – start using AI. Find something that AI can help you with every day. Make ChatGPT, Claude, Gemini, and so many other AI models your friend.
