“Sharjah 24” explores media responsibility at 14th IGCF

Dr Ayesh explained during the session that the creation of awareness results from an integrated process involving the editor, the media platform, algorithms, and the audience. While artificial intelligence is gaining influence in content creation, he emphasized that the editor remains the key "safety valve" ensuring responsible and accurate communication.

The speakers stressed that the relationship between government communication departments and public relations agencies is not one of competition but of complementarity. Both entities aim to promote the government’s vision, streamline messaging, and deliver information effectively to the public.

Speaking to Sharjah 24, Dr Ayesh pointed out that the core question of the session—“Who actually creates awareness: the editor, the platform, the algorithm, or the audience?”—has no single answer. He noted that each element plays a role in shaping the media narrative, from content development to dissemination and audience engagement.

He also discussed the expanding use of AI tools in video editing, news writing, and audio production. However, he firmly stated that AI cannot replace human editors, whose role in verifying content and upholding credibility remains crucial in combating misinformation and preserving public trust.

The 14th International Government Communication Forum continues from September 10 to 11 at Expo Centre Sharjah under the theme "Communication for Quality of Life", bringing together global media professionals, communication experts, and specialists for high-level dialogue and collaboration.