AI Falls Short of Human Creativity in Journalism – Bethel Obioma

By Vanessa Foubri, Faidat Azeez, Mary Omowo, and Dorcas Sunday

The Sahara Group, in collaboration with the Department of Mass Communication, University of Lagos, held a training session on “Code vs Conversation – The Human Edge in a Digital World.” The event took place on Thursday, July 31, 2025, at MadHouse, University of Lagos (UNILAG).

Attended primarily by students from the Mass Communication Department, the event featured various sessions on print, broadcast, public relations and advertising (PRAD), and social media. Each session emphasised how to leverage artificial intelligence (AI) while maintaining the irreplaceable human edge.

Following the training was a breakout session designed to test participants’ understanding of the topics covered. The session involved identifying and addressing flaws in sample content across various platforms, including print, broadcast, PR, and social media. Participants were divided into three groups for a competitive challenge.

Group 3 emerged as the winner, clinching first place and receiving a cash prize of ₦200,000. Group 1 was named the first runner-up and awarded ₦150,000, while Group 2 finished as second runner-up with a ₦100,000 prize.

The event concluded with the announcement of the winners of a separate competition organised by Sahara Group, themed “Light Up Africa.” The Achievers team secured first place, winning ₦150,000 and an internship at Sahara Group. The Sling team came in second with ₦100,000, and the Saij team finished third, earning ₦75,000.

Speaking to UNILAGSun after the event, Mr. Bethel Obioma, Head of Corporate Communications, Sahara Group, asserted that artificial intelligence, despite its advancements, still falls short of the human skills and creativity essential to journalism. 

He stressed the importance of owning one’s narrative, stating, “MADwithComms represents our commitment to nurturing the next generation of storytellers and narrative shapers for Africa. At the end of the day, it’s the person who writes the story that wins the war. It’s a global narrative war out there, and history will only be kind to you when you write it yourself.”

According to Mr. Obioma, AI lacks key human competencies such as critical thinking, cultural fluency, ethical reasoning, empathy, emotional intelligence, creative storytelling, adaptability, and curiosity, qualities vital across all areas of journalism, including print, broadcast, PR, and advertising.

He emphasised that the true human edge lies in genuine communication, empathy, and creativity, traits that make a lasting impact and set individuals apart in the field.

Speaking on sustainability plans for MADwithComms, Mr. Obioma highlighted Sahara Group’s commitment to building on the initiative. He revealed plans to evolve the program into an internship offering hands-on experience for communication students for three to six months, a phase he hopes will be the climax of the initiative.