Ken Ngaruiya outlines key steps for AI-driven digital transformation in media

Ken Ngaruiya, CEO of Mediamax Network Limited, emphasized the importance of involving staff, establishing clear objectives, and developing digital skills across all departments to successfully integrate artificial intelligence and digital transformation in media organizations. During the International News Media Association (INMA) Africa Elevate Scholarship Module session on October 22, 2026, Ngaruiya provided practical guidance for managing change while ensuring employees comprehend their roles in the process.

The session, titled “What to Know Now About Digital Transformation and AI,” focused on adopting new technologies without disregarding the people expected to utilize them.

Ngaruiya advised leaders to listen to staff feedback, explaining why changes are necessary, as this would increase the likelihood of employees embracing new approaches. He stressed that clarity surpasses motivation, stating, "Change brings a lot of confusion, but when you provide a sense of direction—what we normally call a North Star—people feel that there is a purpose to what the change is and why the change is happening."

Ngaruiya urged media leaders to communicate their goals and showcase progress through early successes that employees can observe. He stressed that digital transformation should not be limited to technology teams or a few specialists but should be embedded in every department's daily operations. Ngaruiya also called for digital skills development across all organizational levels, from junior staff to senior managers, ensuring everyone understands content production, distribution, measurement, and monetization on digital platforms.

The CEO encouraged organizations to identify digital champions, individuals who could inspire change from various parts of the newsroom, such as interns and long-serving employees, who could help colleagues interpret results, test new ideas, and address concerns arising from altered working methods. Ngaruiya argued that investing in staff development, rather than acquiring new technology, is more valuable in adapting to digital demands.

Africa Community Media CEO Sandy Naudé, another speaker at the session, encouraged media professionals to leverage AI for repetitive tasks while maintaining relevance to audiences and working environments. Naudé cautioned against relying on generic AI-generated content that ignores local context and advised professionals to examine job descriptions above their current positions, volunteer to solve operational challenges, and build relationships within and outside their organizations.

She also emphasized demonstrating the value of their work through measurable outcomes, such as time saved, improved efficiency, and reduced risk. Naudé showcased the potential benefits of embracing digital tools, like a young journalist who advanced to editor-in-chief within three years by adapting to change faster than more senior colleagues resistant to it.

The session also discussed editorial judgment, safeguards for AI use, and the role of African media organizations in shaping their narratives. Participants were challenged to apply digital and AI tools in their work, with speakers stressing that adopting technology requires more than purchasing new systems. Media organizations needed clear objectives, employees who understood the changes, and staff development opportunities to successfully implement digital transformation.