Media professionals warn of rising AI misuse

Professionals skilled in the use of Artificial Intelligence, AI, have called for stronger ethical guidelines and integrity in its adoption.

Experts from advertising, public relations, journalism and broadcast media explored how AI is transforming their industries at a recent panel discussion themed: ‘AI Adoption and Integrity’, held by MSc students of the School of Media and Communication, Pan-Atlantic University.

According to Creative Marketing Strategist at Orbits, Femi Anthony, artificial intelligence has become deeply embedded in the advertising process, revolutionising everything from idea generation to audience targeting.

He said: “AI is now part of our daily lives. It has improved our efficiency and the quality of our work by automating repetitive tasks and enhancing decision-making.”

However, he warned that the growing use of AI also presents significant ethical challenges, particularly in relation to issues of truth and authenticity. “Audiences now struggle to tell whether what they see is real or AI-generated. This is why the Advertising Regulatory Council of Nigeria (ARCON) has introduced new laws prohibiting the use of AI-generated visuals or motion designs in consumer-facing ads.”

Anthony acknowledged that many creatives find the regulations restrictive, but he maintained that they are necessary to protect public trust.

“AI has been misused to fabricate images and clone voices. ARCON’s goal is to ensure AI is used truthfully and responsibly,” he said.

PR Manager at MTN, Lakinbofa Goodluck, described AI as an equaliser, likening it to a personal assistant that was once a privilege of the wealthy.

“Think of AI as the executive assistant only billionaires like Dangote could afford,” he said. “Now, anyone can have that level of support, someone to write emails, organize thoughts, and manage tasks.”

While acknowledging that AI comes with ethical and practical risks, Goodluck emphasised that the focus should be on striking a balance between innovation and discipline.

“Every new technology has pros and cons. Our responsibility is to manage those challenges while maximising the benefits.”

Drawing from Marshall McLuhan’s “Extension of Man” theory, he added that while AI extends human capacity, it also risks “amputating” critical thinking skills. “The more people use AI to write or summarise, the less they practice deep, thoughtful writing,” he cautioned. “We must therefore cultivate AI literacy, learning not only how to use AI but also how to detect and question AI-generated manipulation.”

In the broadcast sector, Lead Coach at VoicedUP Media, Akorede Dadzie, noted that while AI tools have eased production processes and reduced costs, they have also introduced serious concerns about public trust.

“One of the strengths of mainstream media has always been credibility,” he said. “If we lose trust, we lose everything. The adoption of AI is inevitable, but we must handle it with integrity.”

Dadzie added that many media organisations now rely on AI to automate tasks previously done by multiple staff members. While this has boosted efficiency, he warned that “trust remains the most significant issue AI brings into the media space.”
Former Editor of BusinessDay Media Limited, Tayo Fagbule, issued a warning about the misuse of AI in journalism, recounting a recent case in which fake news about a prominent media executive circulated online using AI-generated content.

He said: “That incident shows how easily AI can be used to spread misinformation. Arise and ThisDay had to debunk false stories allegedly published by their own platforms.”

Fagbule emphasised that journalism must remain human-centred, guided by ethical self-regulation rather than over-reliance on external enforcement. “At BusinessDay, we had a strict rule: AI could be used to analyse or summarise data, but every story had to be written by a human being with a byline,” he said.

He also warned of a growing wave of “slop”, low-quality AI-generated content flooding the internet. “We must distinguish authentic journalism from this flood of misinformation. That begins with training journalists on ethical AI use.”

Fagbule argued that the rules governing media integrity existed long before AI and should remain unchanged. “AI has not replaced basic principles like originality and accountability,” he said. “Passing off AI-generated work as your own is still plagiarism.”
He added that responsible media houses already use AI-detection tools in newsrooms and have established internal disciplinary systems. “If you fail to self-regulate, the company must act. The ultimate price for negligence is loss of public trust, and that’s a cost no newsroom can afford.”

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