Media Council Commends Nation Media Group for Launching AI Framework

The Media Council of Kenya (MCK) has commended the Nation Media Group (NMG) for launching a framework to guide the use of artificial intelligence in its newsroom operations.

In a press statement issued on Sunday, the Council described the initiative as a landmark step not only for the media house but also for the wider journalism industry in Kenya.

According to the Council, the framework demonstrates how media organisations can adopt emerging technologies responsibly while safeguarding journalistic standards and public trust.

MCK noted that it has long encouraged media organisations to develop internal policies governing AI use, warning that technological disruption without clear safeguards could undermine journalism. The Council said NMG’s framework answers this call by placing responsible innovation at its core.

The Council particularly welcomed the organisation’s position that artificial intelligence should support journalists rather than replace them. It also praised the commitment to editorial oversight, transparency through labelling of AI-generated content, and adherence to the company’s editorial policy.

MCK said the ethical principles outlined in the framework—including accountability, fairness, privacy, and the “human-in-the-loop” approach—closely align with the Council’s own guidelines on responsible technology use in journalism.

However, the regulator cautioned that the success of the framework will depend on its practical implementation in daily newsroom operations. It urged NMG to invest in staff training and capacity building to ensure journalists can effectively and ethically use AI tools.

The Council also warned about the risks of content personalisation creating “filter bubbles,” noting that commercial pressures could weaken commitments to public-interest journalism if not carefully managed.

It emphasised that the framework should remain a living document that is regularly reviewed and updated as AI technologies continue to evolve.

The Council called on other media organisations to adopt similar approaches as the industry navigates the growing influence of artificial intelligence in news production.