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IBA URGES ETHICAL USE OF AI IN BROADCASTING

The Independent Broadcasting Authority (IBA) has called on broadcasting stations to ensure the responsible and ethical use of Artificial Intelligence (AI) in their operations.

The call comes as Zambia commemorates World Radio Day under the theme “Radio and Artificial Intelligence.”

IBA Director General Webster Malido said emerging technologies are increasingly shaping content production, programming and audience engagement in the broadcasting sector.

He noted that while AI offers opportunities to improve efficiency and drive innovation, it must remain a supportive tool rather than replace human editorial judgment and accountability.

Mr Malido urged broadcasters to establish clear internal policies and editorial guidelines to regulate AI use, stressing that such measures are vital to safeguard accuracy, credibility and public trust.

He warned that failure to regulate AI could expose audiences to misinformation and content manipulation.

He reiterated the Authority’s commitment to promoting high broadcasting standards and said the IBA will continue reviewing regulatory frameworks to remain responsive to technological advancements.

He also noted that the Authority will also engage stakeholders to maintain a balance between innovation and responsibility in the broadcasting sector.