On May 3rd, we commemorate World Press Freedom Day under the theme: “Reporting in the Brave New World – The Impact of Artificial Intelligence on Press Freedom and the Media.”

This day serves as a powerful reminder that journalists across the world, including Lesotho and Zambia to be specific, are faced with threats to their profession. This is especially worrying since, with the use of mobile phones and access to the internet, everyone can be a journalist. 

Today, artificial intelligence (AI) and deepfake technology are increasingly being used to manipulate narratives and distort information intended for public consumption. This undermines the credibility of journalism worldwide. Even more troubling is the rise in targeted attacks against journalists reporting on sensitive or public interest issues. Through maliciously altered videos, images, and audio—known as deepfakes—these journalists can be discredited or silenced.

Female journalists face heightened risks in this digital landscape. The Coalition for Women in Journalism (CFWIJ) warns that “online threats and intimidation, such as death and rape threats, are a significant form of digital violence against women journalists, leveraging the anonymity and reach of the internet to inflict psychological harm and disrupt their work.”

According to CFWIJ, prolonged exposure to such abuse not only isolates journalists and damages their reputations but also presents serious threats to their physical safety. 

In light of these growing challenges, it becomes imperative for media professionals to not only recognise the risks but also explore the opportunities that AI presents. As the world commemorates this day, equal attention must be given to upholding the ethical standards of journalism, ensuring that technological progress does not come at the cost of professional integrity.

This tension between ethical responsibility and powerful economic or technological forces is not new. As BR Ambedkar once observed, “History shows that where ethics and economics come into conflict, victory is always economics. Vested interests have never willingly divested themselves unless there was sufficient force to compel them.”

Thus we need to ask: does AI pose a threat or opportunity to the profession? Will capital render journalism an impractical source of information since machines are doing the job?  

All the aforesaid need to be interrogated; therefore, we remember the history where, in 1993, the United Nations (UN) General Assembly declared May 3 as World Press Freedom Day, subsequent to a recommendation adopted at the 26th Session of the United Nations Education Science and Cultural Organization (UNESCO) General Conference in 1991. 

This came after African journalists converged in Namibia to produce the Windhoek Declaration.

Thus we will never tire of holding the ethics card in an age of AI. As we honour the heroes who paved the way for press freedom, we stand in solidarity with our colleagues in the media fraternity in Lesotho and Zambia—journalists who are harnessing the power of artificial intelligence to strengthen journalism as a public good. Whether in newsrooms or out in the field, they continue to uphold the highest standards of ethics and professionalism in an evolving media landscape.

We also call on media allies and human rights defenders to continue championing quality journalism by standing with journalists—especially in these challenging times where AI is being misused by individuals masquerading as credible reporters.

Additionally, we urge news consumers to be vigilant and critical in their consumption of information. Before sharing news from unverified sources, we encourage the public to pause and ask important questions: Has this story been reported by a reputable media outlet? Is the source of the information clearly identified and credible? 

Taking these simple yet vital steps helps prevent the spread of misinformation and strengthens the collective fight for a more informed and responsible media environment. It limits the negative impact of artificial intelligence on journalism. 

#WPFD2025 #Ethics #AI 

For media related issues: 

Motsamai Mokotjo Check-Mate Lesotho +266 50275010

Pascalinah Kabi Uncensored News+ 26 63503672

Aswell Mwalimu: Check-Mate Zambia +260 965833560