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The Independent Broadcasting Authority (IBA) has urged broadcasting stations to uphold ethical and professional standards as they integrate Artificial Intelligence (AI) into their operations.
IBA Acting Director General, Susan Ndumingu, called on media institutions to ensure transparency, accountability, and fairness when generating content using AI technologies.
Her remarks came as Zambia joined the global commemoration of World Press Freedom Day on May 3, under the theme: “Reporting in the Brave New World: The Impact of Artificial Intelligence, Press Freedom, and the Media.”
In a statement marking the occasion, Ndumingu said IBA has advised all radio and television stations to develop internal ethical guidelines to govern the responsible use of AI in newsrooms.
“Stations must establish clear lines of accountability for AI-generated content by designating a responsible officer to ensure its accuracy and fairness,” she said.
She acknowledged AI’s potential to drive innovation and efficiency in broadcasting, but warned that its use must not compromise data privacy, content accuracy, or public trust.
“While AI presents new opportunities, it also introduces risks such as misinformation and content manipulation, which broadcasters must manage vigilantly,” she added.
Ndumingu reaffirmed IBA’s commitment to fostering a broadcasting environment that promotes creativity, innovation, and press freedom, while maintaining the highest ethical and professional standards in service to the Zambian public.
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