Participants at the opening of the 3rd Arab Media Congress, entitled "Media in the Age of Artificial Intelligence: Challenges and Opportunities", agreed that artificial intelligence is now an integral part of the infrastructure of media institutions and occupies an important place in the media landscape. Artificial intelligence should be given the attention it needs to become part of the media industry without threatening the human resources and values of the media, they stressed at the conference organised by the Arab States Broadcasting Union (ASBU) in Tunis on January 17 and 18. President of Arab States Broadcasting Union (ASBU) and CEO of Saudi Broadcasting Authority Mohammed bin Fahd Al-Harthi argued that AI needs to be better assimilated as it is now at the centre of the interests of individuals and societies. AI in the media sector helps to write content, personalise experiences and, above all, analyse huge amounts of data, which raises the issue of confidentiality, he pointed out. He deemed, howe ver, 'necessary to seize the opportunity to make good use of this technology, in particular by anchoring the core values of the media sector, such as accuracy, honesty, objectivity and responsibility, insofar as these are constants that cannot be affected by technology." The President of ASBU said the conference will provide an opportunity to discuss a number of issues, such as how to ensure the accuracy and credibility of information generated by artificial intelligence, while taking care to preserve the human aspect. Minister of Culture, Hayet Ketat, said artificial intelligence "is a double-edged sword because it can be harmful to humanity if it is misused", adding that the congress would be an opportunity to reflect on how to combat the possible dangers of artificial intelligence and how to make the most of it. For his part, Hans Hoffmann, Head of Media Fundamentals and Production at the European Broadcasting Union (EBU) Technology and Innovation Department, called for greater joint efforts to addres s the challenges faced by broadcasters, as the use of data requires us to question the degree of credibility of artificial intelligence and to think about creating a legal framework to deal with cybercrime. A number of areas are on the conference agenda for discussion, including the applications of artificial intelligence in media content creation, artificial intelligence and the media professions, and the technical and technological aspects of the use of artificial intelligence. Source: Agence Tunis Afrique Presse