The Chief Executive Officer of the International News Media Association, Earl Wilkinson, has said that building a strong brand identity, maintaining a clear identity, and building relationships with specific audiences will determine the future survival of news organisations amid the rapid growth of artificial intelligence-generated news content.
According to Wilkinson, media organisations must focus on identity, trust and direct relationships with audiences rather than merely competing for reach and traffic.
Wilkinson spoke during a courtesy visit to PUNCH Place, Lagos-Ibadan Expressway, on Wednesday, where he delivered a presentation on the impact of Artificial Intelligence on the future of journalism, news consumption and media business models.
Wilkinson was accompanied on the visit by the Africa Division Manager of INMA, Doreen Mbaya.
He stressed that media organisations that establish a distinct identity and maintain editorial credibility would be best positioned to thrive in an increasingly AI-dominated information environment.
