African media leaders call for new approaches to AI, revenue and ownership

African media executives are advocating for fresh methods to address AI integration, revenue generation, and ownership issues as the continent's media landscape undergoes transformation due to artificial intelligence and evolving audience preferences. This call was made during Bloomberg's 2026 Africa Business Media Innovators (ABMI) gathering in Cape Town, which gathered journalists, media professionals, creators, and global partners to deliberate on how African media can transform its expanding reach and influence into lasting economic benefit.

The 10th edition of the event emphasized the future of an industry facing simultaneous challenges from shifting audience habits, evolving revenue streams, and the swift adoption of artificial intelligence. In East Africa, the discussions centered on how newsrooms can construct sustainable digital enterprises, how publishers and creators can secure a larger share of value from African content, and how AI can be utilized without jeopardizing editorial integrity, trust, and accountability.

Three key priorities for the sector were identified by the participants: transforming African creative content's reach into stable revenue, fortifying African control over intellectual property and cultural discourses, and responsibly leveraging AI while safeguarding independent journalism. South Africa's Deputy Minister of Communications and Digital Technologies, Mondli Gungubele, highlighted how digitization is offering African voices a chance to reach worldwide audiences directly, stating, "Africa has been reported on by others, but the digital era grants this continent an extraordinary opportunity—the ability to communicate with the world without seeking approval from anyone."

He emphasized that African ideas now have the potential to reach global audiences without initially obtaining external approval, marking a significant shift. These discussions occur amid the continent's economic expansion. Bloomberg data showcased at the gathering revealed that growth in sub-Saharan Africa has surged since 2025, surpassing that of emerging markets and developing economies combined.

Participants argued that African media should be an integral part of this broader growth narrative, with sustainable and dependable journalism fostering accurate information, accountability, and informed economic decision-making. A significant emphasis was placed on transforming digital audiences into profitable businesses. Participants advocated for enhanced pan-African cooperation to exchange knowledge, bolster investment cases, and develop strategies that enable publishers and creators to gain more value from their audiences and content.

Five priorities emerged from the discussions: employing AI to assist editors rather than replace them; retaining a larger share of African intellectual property and narratives; constructing payment and distribution infrastructure to convert reach into revenue; nurturing Africa's burgeoning creative sector; and reinforcing collaboration between traditional newsrooms and emerging content creators.

The focus on AI underscores a broader shift in the media sector, where organizations are investigating how novel technologies can boost productivity while confronting concerns regarding governance, trust, and the economics of adoption. Bloomberg's recent reporting has similarly underscored the unpredictability of AI investment returns, even as companies persist in integrating the technology.

Collaboration was highlighted as essential by Erana Stennett, Bloomberg Corporate Philanthropy Lead for Africa and the Middle East. "Africa's media future must not be shaped solely by the forces acting upon it, but by African journalists, editors, media proprietors, entrepreneurs, creators, investors, business leaders, and public officials working together," she stated.

The 2026 event marks a decade of Bloomberg convening media leaders from across Africa through ABMI. The program is part of the Bloomberg Media Initiative Africa (BMIA), which aims to enhance business journalism, strengthen media capacity, and improve access to reliable data to promote transparency, accountability, and governance across the continent.

The conversations in Cape Town emphasized the necessity for African media to tackle technological and commercial pressures while maintaining greater control over the content, intellectual property, and narratives produced on the continent.