- Kabarak University Mass Communication students are being empowered to navigate this evolving landscape, thanks to the revolutionary advancements in AI. This initiative is a result of the recent conference held between June 16 and 17, 2025.
The media industry is shifting with the integration of Artificial Intelligence. In this regard, media practitioners are constantly undergoing training to incorporate this technology for more efficient delivery.
Kabarak University Mass Communication students are being empowered to navigate this evolving landscape, thanks to the revolutionary advancements in AI. This initiative is a result of the recent conference held between June 16 and 17, 2025.
Hosted at the university's main campus in Kabarak, Nakuru County, the 4th International Research Conference brought together researchers, media professionals, students, and industry experts to discuss the evolving intersection of artificial intelligence and mass communication.
Themed "Artificial Intelligence and the Evolution of Mass Communication: Balancing Innovation with Media and Public Relations Ethics," the conference aimed to address the rapid integration of AI technologies into journalism, media production, and public relations, while examining the ethical implications and opportunities they present. This topic coincided with discussions held on World Press Freedom Day in May 2025.
The two-day conference provided a platform for scholars to present their research papers, focusing on objectives such as fostering collaboration among researchers, thought leaders, practitioners, and stakeholders to explore AI's transformative role in news production and distribution.
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Another key objective was to enhance understanding of AI's impact on public relations, boost audience engagement while maintaining authenticity, and provide actionable insights for combatting deepfakes and misinformation, considering AI as both a challenge and a solution.
Additionally, the conference aimed to contribute to ongoing dialogue on AI-driven content moderation by balancing freedom of expression with responsible media practices.
Dr. Michael Ndonye, Dean of the School of Music and Media at Kabarak University, emphasized the significance of the conference, noting that it serves as a vital platform for scholarly discourse, bringing together distinguished academics, industry professionals, and thought leaders to examine AI's influence across media and public relations practices.
“This conference serves as a vital platform for scholarly discourse, bringing together distinguished academics, industry professionals, and thought leaders to examine the influence of AI across media and public relations practices,” he stated.
The conference featured notable professionals in the media industry, including Professor Wilson Ugangu, a reputable scholar and researcher in media studies; Ms. Fatma Sanbur of Internews; Professor David Blumenkrantz, an educator at California State University; and Dr. Lydia Mareri, a communications and media lecturer at Egerton University.
In addition to empowering students through research conferences, Kabarak University offers world-class media studies, supported by state-of-the-art equipment.
During the conference, Professor Henry Kiplangat, the university’s Vice Chancellor, reaffirmed that this equipment enables students to thrive in the competitive industry. “The Mass Communication department has modern radio and TV studios, where students receive hands-on training to excel in the competitive industry,” he said.
Kabarak University’s Mass Communication department has been recognized as one of the fastest-growing in the University, with students showcasing their skills thanks to the world-class training offered. During the 2025 Kenya National Drama and Film Festivals held in Nakuru, Kabarak University emerged as the best among Kenyan universities.
The Vice Chancellor commended the School of Music and Media’s progress as a testament to the university’s broader vision of producing skilled, ethical, and competitive graduates who can thrive in a rapidly evolving media environment.
“Our achievements showcase the success of our programs, highlighting how our advanced facilities and the unwavering dedication of our talented faculty nurture creativity and excellence within the School of Music and Media. These milestones further reinforce Kabarak University’s standing as a premier institution for media and communication studies,” he stated.
If you wish to join the Kabarak University community, contact Kabarak University today at +254 729 223 370 or +254 20 211 4658, email [email protected] or [email protected], or visit www.kabarak.ac.ke.
