“IT is no longer coming. It is here,” British Broadcasting Corporation (BBC) Radio 4 announcer Neil Nunes warned communication studies students at Northern Caribbean University (NCU). The NCU alumnus was coaching them on how to navigate the challenges of artificial intelligence (AI) on the media landscape during the 2024 staging of the Week of Excellence Symposium on April 10. The event was staged by the Department of Communication Studies (DCS) under the theme, ‘Dare to conquer and serve’.

With the release of ChatGPT in November 2022, media professionals and organisations have been forced to acknowledge the impact AI can have, and is having, on the current media landscape and create guidelines by which to navigate it.

“The future disruption we used to read about coming in the media — it is no longer coming, it is here!’ Nunes declared.

He emphasised that AI can replace humans in the workplace, citing as example an open letter written by various interests. Over 200 artists, AI developers, technology companies, tech platforms and digital music services, along with members of the Artist Rights Alliance expressed concerns affecting their rights as artists. Nunes also told the story of his friend, a voice actor, whose voice was replicated, using AI, and was used to voice an advertisement that he had no knowledge of.

“Artificial intelligence means that good enough is no longer good enough because good enough will be automated. The market for average will disappear,” Nunes warned the students.

Nunes, whose radio career began at NCU FM, assured students that they can succeed by embodying excellence. He advised them to be the gold standard in their profession and to ensure that they have the right mindset as success is more a mindset than skillset. Noting that service is a secret weapon, Nunes said there is always space in the media for those who want to serve society.

“AI is not going to go and interview a woman from Clarendon bottom about the issues that she faces,” said the BBC broadcaster as he pointed to the human difference in the application of AI.

He reminded the students that they are young, flexible, adaptable, willing, and far more creative than AI. He acknowledged that some people will lose their jobs while others will take advantage.

“Some of you who are listening to me right now will use the new technology and become leaders. Because you will not be waiting for a seat at the table; you will be creating your very own table,” Nunes declared.

Final-year radio student Shevreina Crooks is one student who sees AI equally as an advantage and a disadvantage. She said that while she will leverage AI to assist in areas such as writing, it will not be able to bring the same level of authenticity to radio that she can.

“While AI will have my voice, it will not have my personality and my unique touch. I have a unique touch, I have my own brand, which is myself, which I don’t think AI can replicate… It cannot take away our individuality and our ability to connect with our audience,” Crooks asserted.

Brittania Witter, a final-year journalism student, also refuses to be conquered by AI. She said although it produces work faster than she can, it lacks the human aspect — human intelligence and creativity. Her main takeaway from Nunes’ presentation was to be ready now as AI is here and the goal now is to be a step ahead and to always be excellent. Witter and Crooks believe DCS and NCU have given them the opportunity, skills and flexibility needed to be ready to navigate the media landscape with AI.

“DCS did its job. It laid the foundation; it gave us what we are supposed to have. It’s now up to us to add to it. Because again, we are going to keep learning, things are going to keep changing, so we are going to need to consistently learn. It’s never-ending!” Witter said.

Brithany McLeod is a student journalist from Northern Caribbean University.