The Media Institute of Southern Africa (MISA) Malawi has urged journalists and media houses to adopt artificial intelligence (AI) tools to boost efficiency and stay competitive in the rapidly evolving media landscape.

Speaking during a panel discussion at the 2025 Forum on Internet Freedom in Africa in Windhoek, Namibia, MISA Malawi National Governing Council member Steve Zimba stressed the importance of modernizing newsroom operations.

“We need to raise the bar in our newsrooms,” Zimba said. “Individual journalists must begin actively using AI tools to keep up with global standards and improve productivity. While some are experimenting with AI, many lack proper training, which signals the need for targeted media clinics and AI capacity building.”

His sentiments were echoed by certified AI in Journalism trainer Mallick Mnela, who observed that Malawian journalists are slowly warming up to generative AI.

“There is visible progress,” said Mnela, “but we urgently need a clear blueprint and policy direction—both at the newsroom level and within the broader journalism profession.”

A recent study by the Namibia Media Trust and DW Akademie found that only a few journalists in Malawi are using AI tools independently, and no newsroom has fully adopted AI technologies. The findings highlight the pressing need for investment in training and infrastructure to ensure Malawi’s media industry remains relevant in the digital era.