Executive Director: Media should use AI to create more engaging content

Media should leverage artificial intelligence (AI) to produce more engaging content, Ahmad Ismayilov, Executive Director of the Media Development Agency of Azerbaijan (MEDIA), stated at the 2nd Azerbaijan–Uzbekistan Media Forum in Baku, Report informs.

The director noted that addressing the specific challenges arising from the application of AI technologies in the media sector is among today"s key priorities: "There is a growing need to acquire new knowledge and skills, and to use these opportunities to modernize the information landscape of our countries. Media should not only use AI to improve form, but also to enhance the process of creating compelling content."

Ismayilov emphasized that producing content in line with journalistic principles-fact-checking, conducting analytical comparisons, and especially visualizing material-cannot be achieved without the use of AI technologies: "This modern approach signals that journalism is entering a new and fundamentally different phase of development. Media outlets in several countries are already utilizing the achievements of technological progress. We closely monitor and analyze the process, and we are launching various initiatives to boost media competitiveness in the digital environment."

He also recalled that President Ilham Aliyev addressed the growing role of AI and its impact on public development at the 3rd Shusha Global Media Forum: "The President stated that the development of IT technologies countrywide is one of the government's key priorities. Azerbaijan maintains active engagement with leading international companies in this field. The spread of AI is accelerating, and undoubtedly, the number of users will continue to grow. As the President emphasized, Azerbaijan is open to all new technologies:‘the main thing is that AI does not steer us away from our known criteria and values.'"

Ismayilov concluded by stressing the need for serious reflection on the implications of AI adoption, and called for joint efforts between Azerbaijani and Uzbek media based on shared experience to develop an effective mechanism for collaboration in this area.