In brief
Confidence Musariri of Namibia’s Press Agency highlighted the agency’s use of AI to reduce costs and reach wider audiences, while calling on Global South media to collaborate directly and dismantle pervasive stereotypes of Africa. He urged the World Media Summit in Beijing to secure cooperation agreements and advance next‑generation AI solutions, emphasizing the role of social media in reshaping narratives and supporting regional media independence.
At the World Media Summit in Beijing on 31 October 2026, Confidence Musariri, Acting Manager for Editorial and Operations at Namibia Press Agency (NAMPA), spoke to Xinhua about the agency’s deployment of artificial intelligence and the need for Global South media to unite against persistent stereotypes that shape perceptions of Africa.
Musariri told reporters that NAMPA has integrated AI tools to streamline editorial workflows, cutting production costs, accelerating news delivery, and extending its reach beyond Namibia’s borders. “We are already using AI to cut costs, speed up delivery and widen our audience,” he said, underscoring how technology can level the playing field for smaller national agencies.
He framed the use of AI as part of a broader strategy to challenge what he described as a monolithic “one Africa” narrative upheld by Western media outlets. Musariri warned that these generalized portrayals, which lump African nations together and emphasize war, poverty, and corruption, harm investment prospects and damage national images. The media must, he argued, evolve to counter such narratives.
Social media, Musariri stressed, is a pivotal tool in this effort. “I believe we must adopt the usage of social media where every content creator tells the story the way they see it,” he said, calling it “outside the boundaries of conventional media now.” He added that the platform plays a larger role in demystifying stereotypes and false narratives.
Turning to cooperation, Musariri urged the Global South to shift from reliance on Western gatekeepers to direct content exchange among regional agencies. “There is a need for us now to also boost the cooperative news exchange agencies,” he said, advocating for a network of partnerships that bypasses traditional verification pipelines.
He sees the World Media Summit as an opportunity to secure hands‑on cooperation agreements and to learn about next‑generation AI solutions that could benefit all participating agencies. Musariri hopes the summit will galvanize joint efforts to install AI capabilities, share best practices, and strengthen the Global South’s collective voice in global media dialogues.
In the broader civic context, Musariri’s remarks touch on public accountability and information equity. By reducing dependence on external verification, regional agencies can better reflect their own societies’ realities, improving democratic deliberation and informed citizen participation. The use of AI and social media platforms, he believes, can widen access to accurate reporting, counter misinformation, and create a more balanced global media landscape that serves local publics rather than distant gatekeepers.
Musariri also highlighted NAMPA’s strategic role in national journalism, noting the agency’s responsibility to present Namibia as a sovereign nation with its own narratives. The move to AI‑assisted production is intended to strengthen the agency’s capacity to inform the public about domestic policy, civic engagement, and national identity, thereby reinforcing the integrity of Namibia’s media institutions.
His call for increased AI collaboration aligns with a growing trend among Global South agencies to integrate technology with content creation. The emphasis on cutting costs also speaks to the economic pressures that press organisations face, especially in markets with limited advertising revenue and dwindling print circulation.
Finally, Musariri acknowledged that the World Media Summit offers a platform for shared learning and resource optimisation. “I see this summit as an ideal space to secure cooperation agreements and learn next‑generation AI solutions,” he said, positioning the conference as a strategic venue for reinforcing both the technological and ideological foundations of regional media.
