* With a focus on innovation and unity, this summit is more than just an occasion of comparing notes among global media professionals, but a vital platform for fostering international information connectivity and promoting cultural exchanges, which represents a significant step, with the collective effort of the global media, toward building a shared future for humanity.

* The media industry in particular has felt the profound impact of technology. From how information is produced and distributed to how it is consumed, AI has revolutionized the entire media landscape, making it an unavoidable force that the industry must rise to and live with.

* Many media practitioners said that the responsibility that lies with media goes beyond the role of witnesses to the world but also acts as catalysts for progress.

by Xinhua writer Liu Bowei

URUMQI, Oct. 15 (Xinhua) -- As the sixth World Media Summit (WMS) unfolds, media professionals from around the globe are engaged in dynamic discussions, offering insights into emerging opportunities, tackling pressing challenges, and exploring new avenues for collaboration.

With a focus on innovation and unity, this summit is more than just an occasion of comparing notes among global media professionals, but a vital platform for fostering international information connectivity and promoting cultural exchanges, which represents a significant step, with the collective effort of the global media, toward building a shared future for humanity.

OPPORTUNITIES FOR GROWTH

In today's evolving world landscape, emerging technologies such as virtual reality, big data, cloud computing, and notably artificial intelligence (AI), are transforming industries and opening up new opportunities. Among these, AI stands out as a major force behind the latest wave of technological and industrial innovation, reshaping traditional workflows across sectors.

The media industry in particular has felt the profound impact of technology. From how information is produced and distributed to how it is consumed, AI has revolutionized the entire media landscape, making it an unavoidable force that the industry must rise to and live with.

Over 500 participants from 106 countries and regions, including representatives of 208 mainstream media outlets, government agencies and international organizations are present at the summit on the theme of "Artificial Intelligence and Media Transformation," sharing their insights and experiences.

"This summit serves as an extremely important platform to strengthen cooperation between media institutions around the world," said Salah Eddin Elzein on behalf of Acting Director General of Al Jazeera Media Network Mostefa Souag.

Speaking at the summit, TASS Director General Andrey Kondrashov said that AI is profoundly transforming the media industry.

In recent years, media professionals have placed special emphasis on exchanging experiences in the field of high technology, as AI allows for faster analysis of large volumes of data, personalized content creation, and anticipating audience needs, said Kondrashov.

CHALLENGES AHEAD

At the ongoing summit, a report titled "Responsibility and Mission of News Media in the AI Era" released by Xinhua Institute, a think tank affiliated with Xinhua News Agency, provides insights into the opportunities and challenges faced by news media outlets worldwide in the era of AI, which participants hail as timely and essential.

"This is a very important document," said Waref Kumayha, president of the Silk Road Institute for Studies and Research in Lebanon, noting that the world has entered a new era as a result of generative AI technology, which has brought great changes to multiple industries, not least to media.

As the report pointed out, all technologies possess a dual nature, offering both potential benefits and harms. While innovation drives progress in the media industry, issues such as maintaining content quality, combating misinformation, and adapting to new technologies cuts across development stages, ideologies, and cultural or language barriers, which are real and pressing.

Digital technologies and AI have created enormous opportunities for mass media, but at the same time, they have brought challenges, said Rossiya Segodnya Deputy Editor-in-Chief Dmitry Gornostayev. The spread of fake information for example, including deepfakes that are easy to be mistaken for the truth, presents a significant challenge, he said.

"This is a big problem that is important to solve through joint efforts," he said.

His view was echoed by Gan Ling Sze, vice president of Reuters News Agency Asia Pacific, who said that the advancement of generative AI will bring an increased risk for well-produced misinformation and disinformation.

"In a world where there is so much content, the need for trusted sources of news, robust fact-checking and transparency will only grow," she said.

Media leaders at the summit also highlighted that AI is just a tool that enhances reporting but is by no means a simple replacement for journalists.

"The core of news reporting lies in people, the audience for news is also people, and the most vivid and dynamic creation of news comes from people as well," Fu Hua, president of Xinhua News Agency, said in his keynote address.

Editor of The Hindu Suresh Nambath shared a similar view, as he said that generative AI does not replace human creativity but enhances it by offering new tools, expanding access, and unlocking new content formats.

It "cannot replicate the emotional depth and subjective experiences that human content creators bring to their work," he said.

TOWARD A SHARED FUTURE

"AI not only enhances the efficiency of news delivery but also requires us to rethink our ethical standards," said Tamas Kovacs, CEO of Hungary's ATV Media Group. "Truth and facts remain at the core of our media, and it is our responsibility to preserve these in the digital age."

As global challenges escalate and instability rises, the media plays a vital role in shaping public understanding of complex issues. The timely summit and the broad participation of global media professionals reflect a shared commitment to enhancing dialogue and collaboration, thereby adding positive energy to an international landscape fraught with changes and turbulence.

"Journalists and media organizations have the power and the responsibility to fight disinformation to uncover the truth and restore the public's trust," said Najum Iqbal, head of Communications for East Asia at International Committee of the Red Cross.

Many media practitioners said that the responsibility that lies with media goes beyond the role of witnesses to the world but also acts as catalysts for progress.

"Media is not just a mirror reflecting our reality, it is also a tool for shaping perceptions, fostering dialogue, and driving change," said Chairman of Editorial Board of Independent Media Viasen Soobramoney.

Media professionals have the ability "to connect people across borders, create platforms for dialogue, and share innovations that can drive development," he added, calling for global media outlets to "work together to create a global media landscape that is inclusive, representative, and focused on driving positive change."

Soobramoney, among others, believes that by embracing technological innovation, building trust, and fostering deep collaboration, the global media industry can usher in a more diverse, open, and mutually beneficial future, hence a genuine force for promoting a more peaceful, stable, and prosperous world.

Echoing Soobramoney, Kondrashov said that in today's world, where AI is already transforming the media landscape, it is important to join forces to use these opportunities for the common good.

Once media fulfills its responsibilities in earnest, upholds professional ethics, and helps those in need, its role as a beacon of society will shine endlessly, always retaining its value, said Kuik Cheng Kang, editor-in-chief of Malaysia's Sin Chew Daily.  ■