The Shusha Forum: Charting Media’s Future in the AI Era

Global Dialogue on Digital Pathways and Media Resilience

The third Shusha Global Media Forum, held in the historically rich city of Shusha, Azerbaijan, from July 19th to 21st, 2025, marked a significant international convocation focused on the transformative impact of artificial intelligence (AI) on the media landscape. Under the theme, “Digital Pathways: Strengthening Information and Media Resilience in the Age of AI,” the forum attracted 255 participants, including a substantial contingent of 140 international delegates from 52 nations, alongside prominent Azerbaijani media professionals, policymakers, and experts. This crucial event, which coincided with Azerbaijan’s National Press Day, powerfully underscored the nation’s strategic engagement with the evolving global media challenges and its unwavering commitment to fostering open dialogue and robust digital cooperation.

Presidential Engagement and Vision for an Evolving Media Landscape

President Ilham Aliyev’s active participation and insightful opening remarks set a visionary tone for the forum, highlighting its burgeoning tradition as a vital platform for addressing not only media-specific issues but also broader global concerns. He eloquently articulated the radical transformation of information production and dissemination processes brought about by artificial intelligence, issuing a compelling call for both governments and media institutions to adapt proactively. President Aliyev’s emphasis on fostering open and respectful discourse established a collaborative and forward-looking atmosphere, essential for navigating the complex terrain of AI in media.

Navigating the AI Revolution: Challenges and Opportunities

The forum’s discussions were deeply immersed in the multifaceted challenges and burgeoning opportunities presented by rapid digital transformation and the pervasive integration of artificial intelligence. Key themes that resonated throughout the event included the critical imperative of countering disinformation, the strategic leveraging of emerging technologies, the promotion of international cooperation, and the cultivation of a transparent and trustworthy global information environment. Specialized panels delved into the responsible application of AI in journalism, offering practical guidance on utilizing AI as a tool for investigative journalism and for automating content creation. The integration of media literacy and ethical responsibility framed digital transformation not merely as a technical evolution but as a profound societal challenge demanding informed, values-based responses.

Are we truly prepared for the seismic shifts AI is bringing to how we consume and create information? The discussions at Shusha offered a stark reminder that while AI can streamline newsroom processes and enhance efficiency, its potential for misuse poses a significant threat to public trust. The dual nature of AI, as both a powerful enabler and a potential disruptor, was a central point of deliberation. The challenge, participants agreed, lies in adapting to AI effectively and harnessing its capabilities for the benefit of humankind, including the very core of professional journalism.

The Pervasive Threat of Disinformation and the Rise of Media Literacy

A significant focus of the forum was placed on confronting the escalating global threat of fake news and disinformation. Speakers universally stressed that media literacy is an indispensable tool for critically evaluating and verifying the credibility and origins of information sources. The narrowing gap between human-made and AI-generated content was a particular concern, prompting urgent calls for journalists to enhance their critical thinking skills and adapt to this new reality. Examples, such as Kazakhstan’s national AI development concept and its ambitious supercomputing initiatives, were cited as models for proactive adaptation, including extensive AI training programs aimed at enhancing media literacy across the population.

How can we ensure that the information we consume is accurate and reliable in an age where AI can mimic human writing with uncanny precision? This question echoed through the halls in Shusha, highlighting the urgent need for enhanced media literacy. The consensus was clear: media literacy is the sole effective method to combat misinformation, equipping individuals with the critical faculties needed to discern truth from falsehood and promoting conscious social media use. This approach is vital for confronting the growing number of news platforms that increasingly deviate from established standards of accuracy and reliability.

Enhancing Societal Resilience Through Media Education

The forum underscored the critical necessity of bolstering media literacy across all societal strata to fortify public resilience against the disruptive forces of rapid technological advancements. It was firmly asserted that media literacy represents the most effective defense against misinformation, equipping individuals with accurate knowledge and promoting a more discerning and conscious engagement with social media platforms. This approach was deemed essential for counteracting the proliferation of news outlets that compromise accuracy and reliability.

But media literacy is more than just identifying fake news; it’s about understanding the motivations behind information dissemination and the mechanisms through which it spreads. In an era of algorithmic curation, are we being exposed to diverse perspectives, or are we trapped in filter bubbles? This was a key consideration, emphasizing the need for conscious media consumption and a proactive approach to seeking out varied sources of information.

Forging International Partnerships for Media Sustainability

Representatives from leading global news organizations, influential technology firms, and esteemed academic institutions collectively called for intensified cross-border collaboration. The objective was to ensure the long-term viability and integrity of credible journalism within the dynamic digital sphere. The forum provided Azerbaijan with a crucial platform to showcase its unwavering commitment to advancing media integrity and fostering innovation. By selecting Shusha, a city imbued with profound cultural and symbolic meaning, as the host location, Azerbaijan strategically positioned itself as a proactive force in shaping the global media discourse.

The challenges of misinformation and the rapid pace of technological change transcend national borders. How can we, as a global community, collaborate effectively to safeguard journalistic standards and ensure the sustainability of credible news sources? The discussions in Shusha strongly advocated for deeper partnerships, sharing best practices, and developing common strategies to address these shared concerns. This collaborative spirit is vital for building a more resilient and trustworthy information ecosystem for everyone.

Artificial Intelligence: A Double-Edged Sword for Media

The assembled participants critically examined the dual nature of artificial intelligence, recognizing it as both a formidable challenge and a significant opportunity for the media sector. While AI offers potent capabilities for streamlining operational processes and augmenting the effectiveness of newsrooms, its misuse carries the risk of eroding public trust in journalistic institutions. The central challenge identified was the imperative to adapt to AI’s capabilities and harness its potential for the collective benefit of humanity, including the professional practice of journalism. The act of opposing AI was framed as an opposition to innovation and technological progress, highlighting the paramount importance of adaptation.

Consider the potential of AI in investigative journalism: uncovering hidden patterns in vast datasets, identifying sources of disinformation, and personalizing news delivery. Yet, we must also be cautious. What are the ethical considerations when AI generates news reports or analyzes public sentiment? The forum stressed the need for transparency and accountability in AI’s application, ensuring that it serves to enhance, rather than undermine, journalistic integrity. As one speaker aptly put it, “Fighting against AI is akin to fighting against innovation itself; the path forward lies in adaptation.”

Charting a Course for Ethical Media in the Digital Age

The forum articulated a clear strategic roadmap for the development of ethical, trustworthy, and adaptable information ecosystems. This included a strong advocacy for the regulation of technological advancements within a defined ethical framework. Key discussion points involved emphasizing editorial accountability and ensuring the consistent flow of reliable information within the global media landscape. The forum recognized that as the digital domain reconfigures global influence, regions like the Caucasus and Central Asia are increasingly emerging as vital hubs for connectivity, energy, and geopolitical engagement, thereby playing a more central role in global narratives.

How do we regulate technological transformation without stifling innovation? This delicate balance was a recurring theme. The need for open and respectful discourse, coupled with a commitment to ethical guidelines, emerged as crucial for navigating this complex landscape. Azerbaijan’s commitment to media integrity was lauded, positioning the nation as a proactive player in global media discourse and a facilitator of essential conversations on safeguarding journalistic standards in the face of unprecedented technological shifts.

AI’s Impact on Future Generations and the Media Profession

A salient concern raised was the impact of artificial intelligence on emerging generations and its influence on the media profession. It was observed that younger individuals are increasingly relying on AI for task completion, which could potentially affect their proficiency in professional writing, creative endeavors, and critical thinking. The consensus was that cultivating robust subject matter expertise prior to engaging with AI tools is paramount for these future media professionals. The overarching message conveyed by the Shusha Forum was unequivocal: the need for rapid adaptation, effective collaboration, and the systematic cultivation of resilience to thrive in an ever-evolving digital era.

What does the future hold for aspiring journalists who grow up with AI as a constant assistant? Developing subject matter expertise before diving into AI engagement is crucial, as it ensures a foundational understanding that AI can augment, but not replace. Training and upskilling for the AI era were highlighted as essential, preparing the next generation of media professionals to harness these tools effectively while maintaining the core values of journalism. Are we adequately preparing students for a media landscape increasingly shaped by algorithms and artificial intelligence?

Shusha: A Symbol of Information Diplomacy and Resilience

The selection of Shusha as the forum’s venue carried significant symbolic weight. Representing a city that has undergone a profound revival following conflict, it powerfully communicated that fundamental values such as truth, open dialogue, and international cooperation remain the most effective instruments for navigating the complexities of the AI-driven world. The forum’s deliberations underscored the shared responsibility of all stakeholders in the information ecosystem and explored methodologies for the diligent search and protection of information within an increasingly intricate digital environment. The discussions were further enriched by considerations of security, stability, a pragmatic adherence to national interests, and the cultivation of constructive neighborly relations, reflecting Azerbaijan’s broader regional aspirations. In essence, the Shusha Global Media Forum successfully illuminated the global significance of addressing AI’s transformative effects on media, firmly establishing Shusha as a nexus for information diplomacy and a crucial platform for vital international discourse.

Shusha, a city reborn from adversity, served as a powerful metaphor for the media industry itself—adapting, rebuilding, and striving for truth in a dynamic world. Its historical and cultural significance amplified the message of resilience and the enduring importance of dialogue. The forum’s focus on Shusha underscored the broadening geographical reach of such critical discussions, highlighting the growing role of regions in shaping global narratives.

The Strategic Significance of Azerbaijan’s Media Engagement

Azerbaijan’s hosting of the third Shusha Global Media Forum underscores its strategic intent to be at the forefront of global media dialogue, particularly concerning the integration of artificial intelligence. The nation’s commitment to media integrity and innovation was clearly demonstrated through this high-profile event. By choosing Shusha, a city with deep historical and cultural resonance, as the venue, Azerbaijan amplified its message of resilience and forward-thinking engagement with global challenges. This positioning reflects a broader ambition to not only adapt to but also shape the future of media in an increasingly digital and AI-influenced world.

Azerbaijan’s proactive role in facilitating these critical discussions demonstrates a commitment to media ethics and a pragmatic approach to national interests within the international arena of information processes. The nation’s strategic positioning in media discourse, particularly in highlighting the importance of regions like the Caucasus and Central Asia in global narratives, is a testament to its forward-thinking vision.

Fostering Trust and Transparency in the Information Ecosystem

A recurring theme throughout the forum was the paramount importance of fostering trust and transparency within the information ecosystem. Participants recognized that in an era where misinformation can spread rapidly, building and maintaining public trust is a critical challenge for media organizations. The discussions emphasized the need for rigorous fact-checking, ethical reporting, and clear labeling of AI-generated content to ensure that audiences can rely on the information they consume. This commitment to transparency is seen as fundamental to strengthening media resilience.

How can we rebuild public trust in an era rife with information distortions, where the line between AI-generated content and authentic reporting blurs? The forum stressed that building trust requires a conscious effort from information circulators and a heightened vigilance from the public. Safeguarding journalistic standards and promoting the necessity of evaluating information credibility were central to these discussions, aiming to foster a reliable information environment where truth can prevail.

The Evolving Role of Journalists in the Age of AI

The forum provided a platform for introspection on the evolving role of journalists in the age of AI. Speakers acknowledged that while AI can automate certain tasks and provide valuable data analysis, the core human elements of journalism – critical thinking, ethical judgment, storytelling, and nuanced understanding – remain indispensable. The emphasis was on journalists adapting their skills to work alongside AI, rather than being replaced by it, thereby enhancing their capacity to deliver accurate and impactful news. The impact of AI on professional writing and creativity was a key area of discussion, highlighting the need for journalists to develop unique human insights that AI cannot replicate.

Will AI augment human creativity or ultimately diminish it? This was a central question posed. The consensus leaned towards AI as a powerful collaborator, capable of streamlining research and data analysis, thereby freeing journalists to focus on higher-level cognitive tasks like in-depth analysis, ethical decision-making, and compelling storytelling. The necessity of adaptability and new skills for media professionals in the AI era was a clear takeaway.

Shusha as a Beacon for Global Media Cooperation

The selection of Shusha as the host city was a deliberate choice, symbolizing a new era of information diplomacy and international cooperation. The city’s revival mirrors the media industry’s own efforts to adapt and thrive in the face of technological disruption. By bringing together international experts in such a historically significant location, Azerbaijan projected a powerful message about the importance of dialogue and collaboration in navigating the complex landscape of modern media. The forum solidified Shusha’s reputation as a key venue for global media discussions.

Shusha, a symbol of information diplomacy, resonated deeply with the forum’s objectives. Its reconstruction and restoration efforts serve as a powerful narrative of resilience, mirroring the media’s own journey toward adapting to new realities and strengthening links between local and global narratives. The emergence of new regional hubs, as discussed, further emphasizes the interconnectedness of the contemporary media landscape.

Recommendations for Action and Future Collaboration

The culmination of the forum’s discussions led to a series of actionable recommendations aimed at strengthening media resilience in the AI era. These included calls for increased investment in media literacy programs, the development of ethical guidelines for AI use in journalism, and the establishment of stronger international partnerships to combat disinformation. The forum served as a catalyst for ongoing collaboration, with participants committing to carry the insights and recommendations back to their respective organizations and countries to foster a more informed and resilient global media landscape.

The need for open and respectful discourse was a foundational principle guiding these recommendations. The forum underscored that navigating disruption requires collective effort and the critical role of critical thinking in evaluating information. The message from the Shusha Forum was clear: adapt, collaborate, and build resilience.

The Interconnectedness of Digital Transformation and Societal Well-being

The discussions at the Shusha Global Media Forum highlighted the profound interconnectedness between digital transformation, the evolution of media, and the broader well-being of society. The ability of citizens to access accurate and reliable information is fundamental to informed decision-making, democratic processes, and overall societal progress. By fostering a more resilient and trustworthy media environment, the forum aimed to contribute positively to these critical societal pillars, emphasizing that the responsible integration of AI is key to achieving these goals. The strain on societal pillars amidst uncertainty, from government communication to business promotion, was acknowledged as a direct consequence of information distortions, underscoring the foundation of better decisions: truth and education.

Moreover, the forum touched upon AI’s role in energy hubs and geopolitics, demonstrating how deeply intertwined technological advancements are with global power dynamics. Understanding AI’s broad impact, from influencing students and young people to its potential benefit for humankind, was essential for a holistic approach to media resilience.

Conclusion: Adapt, Collaborate, and Build Resilience

The third Shusha Global Media Forum concluded with a clear and resounding message for the global media community: the imperative to adapt swiftly to technological advancements, foster robust collaboration among nations and institutions, and proactively build resilience to navigate the complexities of the AI-driven digital age. The event effectively underscored Azerbaijan’s role as a facilitator of crucial global conversations, positioning Shusha as a symbol of progress and enduring dialogue in the ever-evolving world of media. The discussions also emphasized the importance of conscious social media use and raising society’s vigilance against the global threat of disinformation, aligning with Azerbaijan’s dedication to media integrity and its proactive stance in global media discourse.

The Lasting Impact of the Shusha Forum on Media Practices

The insights and resolutions generated at the third Shusha Global Media Forum are expected to have a lasting impact on media practices worldwide. By emphasizing the critical need for ethical AI integration, enhanced media literacy, and strengthened international cooperation, the forum has provided a vital framework for media organizations to navigate the challenges and leverage the opportunities of the digital age, ensuring the continued vitality and trustworthiness of journalism. The forum highlighted the urgent need to confront misinformation through media literacy, recognizing the dual role of AI in media and the advantage of AI in information processing, while also advising caution with artificial intelligence. For further insights into global media trends, you can explore resources from organizations like the International Press Institute.