As Artificial Intelligence (AI) continues to reshape industries globally, Africa’s media and creative sectors stand at the threshold of immense transformation. Speaking ahead of the upcoming Broadcasters Convention – Southern Africa 2025, taking place from the 28th – 30th of October 2025, at the Victoria Falls Safari Lodge, Zimbabwe, Rufaro Zaranyika, Chief Operating Officer of Transmedia Corporation (Zimbabwe), highlighted how AI presents both a groundbreaking opportunity and a set of urgent challenges for the continent’s media landscape.
According to Zaranyika, AI’s true power lies in its ability to help Africa’s media industry leapfrog traditional limitations—from infrastructure gaps and limited resources to market access barriers. “AI presents Africa’s media and creative industries with a unique opportunity to leapfrog traditional limitations, including limited skills, budgets, and infrastructure gaps,” he explained. “It enables more efficient workflows, improves content quality, introduces new distribution platforms, and creates innovative business models that can open up global markets.”
He noted that AI is already driving transformation in areas such as audio and video production, audience engagement, data visualisation, language translation, and news gathering, while also catalysing new job opportunities in digital media, music, and film across the continent. However, Zaranyika cautioned that the benefits of AI must be balanced with robust governance and ethical frameworks. “If not properly managed, AI could erode trust through misinformation and disinformation,” he warned. “The lack of alignment between legislation and technology remains a serious issue in Africa. Our laws are lagging, leaving room for exploitation by online streamers and unregulated platforms that spread fake news on political, health, and social issues.”
He further pointed to copyright and intellectual property complexities as critical concerns that require urgent international cooperation and regulatory clarity.
When asked about fears of job displacement and loss of creativity, Zaranyika took an optimistic stance. “These are valid concerns, but they can be managed with the right frameworks and upskilling. We must see AI as a collaborative and complementary tool rather than a replacement for human creativity.”
He emphasised the need for a mindset shift for young media professionals: “Those who learn to blend creativity with technology will shape the future. Young people must adopt a collaborative mindset, focus on adaptability, and see AI as a partner that enhances their creativity and storytelling capabilities.”
Looking ahead to the industry gathering, Zaranyika hopes his peers will leave the convention inspired to act. “AI is not just a threat but a powerful tool that Africa can harness to amplify our rich stories, reduce production costs, and reach audiences across the globe,” he concluded. “The future of African media belongs to those who embrace AI as a partner in telling our stories to the world.”
Visit the event website here to join Mr Zaranika at the upcoming Broadcasters Convention—Southern Africa 2025.
