Shusha Global Media Forum 2025: Charting a Resilient Course in the Age of AI

The Historic City of Shusha Hosts Landmark Discussions on AI’s Media Impact

From July 19th to 21st, 2025, the historically rich city of Shusha, Azerbaijan, became the epicenter of global media dialogue as it hosted the 3rd Shusha Global Media Forum. This significant event brought together a formidable assembly of international media professionals, influential policymakers, and leading artificial intelligence experts. The forum’s central mission was to dissect and address the escalating influence of artificial intelligence on the media landscape, under the compelling theme, “Digital Pathways: Strengthening Information and Media Resilience in the Age of AI.” It served as a crucial nexus for fostering dialogue, cultivating collaboration, and strategizing for the complexities inherent in modern information dissemination.

Attracting approximately 255 participants, including a substantial contingent of around 140 foreign delegates from 52 countries, alongside Azerbaijani media representatives and experts, the forum powerfully underscored Azerbaijan’s unwavering commitment to cultivating an open and resilient global information environment. The timing of this pivotal event, coinciding with Azerbaijan’s National Press Day, further amplified its significance within the nation’s dynamic and evolving media sector.

The Genesis and Evolution of the Shusha Global Media Forum

Foundational Objectives and Early Iterations

Since its inception in 2023, the Shusha Global Media Forum has rapidly ascended to become a cornerstone event within the regional and international media calendar. The inaugural forum in 2023, themed “New Media in the Era of the 4th Industrial Revolution,” boldly explored critical facets of digital transformation, the evolving landscape of media business models, the paramount importance of journalist safety, and the pervasive challenge of fake news. This foundational event successfully convened 150 guests from 49 countries, establishing a precedent for international cooperation and robust dialogue.

The second iteration in 2024 sharpened its focus on “The Fight Against Disinformation,” delving deeply into the intricate mechanisms and far-reaching impact of spreading false narratives. Building upon these vital themes, the third forum in 2025 placed a pronounced and strategic emphasis on artificial intelligence and its multifaceted implications for media resilience and the integrity of information. Each forum has progressively addressed the most pressing challenges facing the global media community, demonstrating a clear trajectory of engagement with emerging technological and societal shifts.

Strategic Location and Profound Symbolic Resonance

The deliberate choice of Shusha as the host city for this global forum was laden with profound symbolic meaning. Shusha, a city celebrated for its deep-seated cultural heritage and currently embodying a powerful narrative of post-conflict reconstruction, stands as a potent metaphor for renewal and unwavering resilience. By hosting the forum in this historically significant locale, Azerbaijan effectively conveyed a powerful message: that truth, open dialogue, and robust international cooperation are indispensable tools for overcoming contemporary challenges, particularly in navigating the inherent uncertainties introduced by the artificial intelligence era.

The city’s ongoing revival serves as a compelling inspiration, mirroring the media’s own imperative to adapt, innovate, and thrive amidst the relentless pace of technological advancements. The spirit of Shusha itself—resilient, culturally rich, and forward-looking—resonated deeply with the forum’s objectives, creating an atmosphere conducive to groundbreaking discussions and lasting partnerships.

Presidential Engagement and National Commitment

The active participation of H.E. President Ilham Aliyev throughout the forum served to highlight Azerbaijan’s strategic importance in the global media discourse and its steadfast dedication to fostering international collaboration. In his opening address, President Aliyev warmly welcomed delegates to Karabakh, noting that the Shusha Forum had evolved into a tradition for addressing not only media-specific issues but also a broader spectrum of global challenges. He eloquently emphasized the transformative power of artificial intelligence, issuing a compelling caution to participants that AI is “radically changing the processes of information production and dissemination.” His address urged both governments and media institutions to embrace a proactive stance in adapting to these seismic shifts.

President Aliyev’s call for open and respectful discourse set a collaborative and decidedly forward-looking tone for the entire event, underscoring Azerbaijan’s leadership in navigating the future of media and information.

Artificial Intelligence: The Central Pillar of Discussion

AI’s Transformative Impact on Journalism

A core focus of the 3rd Shusha Global Media Forum was the profound and pervasive impact of artificial intelligence across all facets of journalism. Discussions intensely revolved around how AI is fundamentally reshaping information flow, optimizing newsroom operations, and influencing the very formation of public opinion. The rapid, ongoing development of AI technologies presents a dual landscape of significant opportunities and formidable challenges. These include the alarming proliferation of deepfakes, inherent algorithmic bias, and the increasing sophistication of AI-generated content—all of which directly challenge the long-held notion of objective truth in media.

The forum provided a critical platform for media stakeholders to engage in deep deliberation on the ethical frameworks and essential safeguards required for the responsible application of AI within the journalistic field. Panels meticulously explored practical guidance for leveraging AI as powerful investigative tools and for streamlining content automation, all while addressing the crucial challenge of maintaining journalistic integrity amidst rapid technological advancements. The integration of discussions on media literacy and ethical responsibility framed digital transformation not merely as a technical issue, but as a broader societal challenge demanding informed, values-based responses.

Navigating the Ethical Landscape of AI in Media

The forum provided a critical space for media stakeholders to deliberate on the ethical frameworks and safeguards necessary for the responsible application of AI in journalism. Panels explored practical guidance for utilizing AI as investigative tools and for content automation, addressing how to maintain journalistic integrity while leveraging technological advancements. The integration of discussions on media literacy and ethical responsibility framed digital transformation not merely as a technical issue, but as a broader societal challenge demanding informed, values-based responses.

How can news organizations ensure that AI tools enhance, rather than compromise, journalistic ethics? This question echoed through many sessions, with experts discussing the need for transparency in AI usage, robust auditing mechanisms for algorithms, and clear editorial guidelines for AI-assisted content creation. The consensus was that proactive ethical engagement is paramount to earning and maintaining public trust in an AI-augmented media environment.

Combating Disinformation in the Age of AI

The forum emphatically underscored the persistent and evolving threat of disinformation, a challenge significantly amplified by the capabilities of artificial intelligence. Participants engaged in substantive discussions dedicated to devising effective strategies for countering sophisticated disinformation campaigns and reinforcing editorial accountability in an environment characterized by rapidly advancing technologies. The recurring theme of media literacy emerged as a crucial defense mechanism against the insidious spread of disinformation, recognized as essential for preserving public trust in the digital age.

Recommendations generated at the forum included expanding fact-checking networks, fostering greater cross-platform collaboration among media entities and technology platforms, and promoting robust ethical content governance frameworks. The sophisticated nature of AI-generated disinformation necessitates equally sophisticated and collaborative counter-strategies, making media literacy a cornerstone of any effective defense.

Enhancing Media Resilience and Literacy

Building Resilience Against Digital Disruptions

The overarching theme of strengthening information and media resilience in the age of AI permeated every facet of the discussions held at the forum. Participants meticulously explored how media institutions can effectively adapt to the constant disruptions brought about by digital transformation and artificial intelligence. This exploration involved developing agile strategies, fostering a culture of innovation, and ensuring the long-term sustainability of credible journalism in a rapidly evolving and often volatile information environment.

Resilience in this context means more than simply weathering storms; it involves proactively building robust systems and adaptable workflows that can anticipate and respond to emerging threats. This includes investing in new technologies, diversifying revenue streams, and cultivating a workforce equipped with the skills to navigate the complexities of the digital frontier.

The Imperative of Media Literacy

A central recommendation and an ongoing concern voiced throughout the forum was the urgent and undeniable need to enhance media literacy across all societal levels. The forum recognized media literacy as one of the most effective and potent tools for combating disinformation, safeguarding democratic institutions, and preserving the vital fabric of public trust. Discussions meticulously highlighted the direct connection between media literacy and overall information security, emphasizing the critical importance of equipping citizens with the sharp critical thinking skills necessary to navigate the intricate complexities of the digital information ecosystem.

Are we equipping future generations with the necessary tools to discern truth from falsehood in an increasingly complex digital world? The forum suggested that media literacy education must be integrated from an early age, becoming as fundamental as learning to read and write. Resources and initiatives aimed at promoting digital citizenship and critical thinking are vital for fostering an informed and engaged populace.

Fostering International Cooperation and Dialogue

Cross-Border Collaboration for Credible Journalism

Representatives from leading international news organizations, major technology companies, and prominent academic institutions issued a powerful call for deeper, more meaningful cross-border collaboration. The primary objective of this intensified cooperation is to ensure the sustained viability of credible journalism and to collectively address the shared challenges posed by the digital age and the pervasive influence of artificial intelligence. These vital partnerships are viewed as indispensable for maintaining the highest journalistic standards and actively promoting a transparent and trustworthy information environment worldwide.

This collaborative spirit is essential for creating industry-wide best practices, sharing resources for combating disinformation, and advocating for policies that support a healthy information ecosystem. International cooperation ensures that the fight for truth is a united front, rather than isolated efforts.

Shusha as a Hub for Information Diplomacy

The forum effectively positioned Shusha as a potent symbol of international dialogue and a crucial platform for information diplomacy. By successfully convening a diverse array of global stakeholders, Azerbaijan demonstrated its proactive role in shaping the international information agenda and its unwavering commitment to advancing media integrity and fostering innovation. The event facilitated an invaluable exchange of ideas, best practices, and actionable recommendations, significantly contributing to the development of a more collaborative and informed global media community.

Information diplomacy, especially in the face of rapidly evolving digital landscapes, is key to building bridges and fostering mutual understanding. Shusha, with its own story of resilience and rebirth, served as an apt backdrop for these crucial conversations about global information governance.

Key Themes and Discussions

Innovative Approaches to Media Literacy

Several insightful panel discussions were dedicated to exploring innovative and effective approaches to media literacy education. These sessions meticulously examined how to effectively integrate media literacy education into formal curricula and widespread public awareness campaigns, thereby ensuring that individuals of all ages can critically evaluate information sources and adeptly identify misinformation. The discussions keenly acknowledged the evolving nature of media consumption, particularly among younger generations, and the pressing need for adaptive and forward-thinking educational strategies.

What are the most effective ways to teach critical thinking skills in the digital age? The forum highlighted the potential of gamification, interactive online modules, and community-based workshops. The goal is to make media literacy accessible, engaging, and relevant to diverse audiences.

Media Literacy as a Guarantee of Information Security

The forum explicitly and robustly linked media literacy to the broader concept of information security, framing it as a fundamental safeguard against the destabilizing effects of disinformation and malicious online content. Participants actively debated strategies for bolstering societal resilience against sophisticated information warfare and effectively protecting democratic processes from manipulation. The overarching emphasis was on empowering citizens to become more discerning and critical consumers of information, thereby significantly strengthening the overall information security of nations.

In an era where information can be weaponized, media literacy becomes a critical component of national security. An informed citizenry is a less vulnerable citizenry, better equipped to resist propaganda and maintain the integrity of democratic institutions. For more on information security, consider exploring resources from organizations like the NATO Cooperative Cyber Defence Centre of Excellence.

The Impact of Social Media Evolution on Public Trust

Discussions at the forum also centered on how the continuous and rapid evolution of social media platforms profoundly impacts public trust in information. The forum meticulously explored the challenges posed by algorithmic amplification, the widespread dissemination of unverified content, and the ever-changing dynamics of online interaction. The prevailing consensus was that embracing and actively promoting media literacy is absolutely crucial for rebuilding and maintaining public trust in the media landscape, ultimately fostering a more informed, engaged, and empowered citizenry.

How can we restore faith in information sources when algorithms often prioritize engagement over accuracy? The conversation pointed towards greater transparency from social media platforms, stronger regulatory oversight, and a renewed focus on journalistic verification and ethical reporting. Understanding the evolving landscape of social media is key to addressing these trust deficits. Explore analyses from institutions like the Reuters Institute for the Study of Journalism for deeper insights.

Roadmap for Ethical and Trustworthy Information Ecosystems

Practical Recommendations for AI Integration

The deliberations that took place at the forum culminated in the formulation of a practical and actionable roadmap for constructing ethical, trustworthy, and highly adaptive information ecosystems. This comprehensive roadmap includes concrete recommendations for the responsible regulation of artificial intelligence, the enhancement of robust media literacy programs, and the active fostering of cross-platform collaboration. The ultimate goal is to create an environment where AI can be harnessed responsibly to significantly enhance journalism while simultaneously mitigating its potential harms and unintended consequences.

This roadmap isn’t just a theoretical document; it’s a call to action for developers, journalists, policymakers, and educators alike. It emphasizes a multi-stakeholder approach to ensuring that AI serves the public good within the information sphere.

Azerbaijan’s Role in Global Media Dialogue

The 3rd Shusha Global Media Forum definitively reinforced Azerbaijan’s strategic position as a proactive and influential player in shaping the future trajectory of global media discourse. By successfully convening preeminent international experts and facilitating vital discussions on pressing media and technology issues, the country unequivocally demonstrated its commitment to leadership within the media field, particularly in the context of artificial intelligence and digital transformation. The resounding success of the forum, as widely highlighted by international media outlets, underscores the growing importance of Azerbaijan as a critical nexus for global thought leadership on the complex challenges and emerging opportunities within the media landscape. You can find further details on Azerbaijan’s media initiatives on the official website of Azerbaijan.

Azerbaijan’s willingness to host and lead such crucial international dialogues positions it as a key facilitator in addressing the global media’s most pressing concerns, fostering a collaborative spirit essential for navigating the digital future.

Conclusion: Adapting for a Digital Future

The Imperative to Adapt Swiftly

The forum concluded with an unmistakably clear and urgent message: the digital age unequivocally demands rapid and decisive adaptation. Participants were strongly urged to “get on board or you will be left behind,” emphasizing that individuals and institutions that proactively embrace new technologies and continuously develop essential new skills will be best positioned to thrive and lead in the coming years. The rapid and relentless evolution of AI and digital platforms necessitates a proactive, agile, and forward-thinking response from the entire media industry.

The pace of change is unprecedented, and the media must not only keep up but anticipate future shifts. This requires a culture of continuous learning and a willingness to experiment with new approaches.

The Power of Collaboration and Resilience

Ultimately, the 3rd Shusha Global Media Forum served as a pivotal touchstone for global media resilience. It powerfully underscored the critical need for robust collaboration, meticulous ethical considerations, and an unwavering commitment to media literacy to effectively navigate the intricate complexities of the AI era. The insightful discussions and actionable recommendations generated at the forum are widely expected to shape the future trajectory of journalism, ensuring its continued relevance, credibility, and vital role in an increasingly digital and interconnected world.

The forum itself contributed significantly to shaping the future of journalism, delivering a clear and unambiguous message to attendees and observers alike: adapt swiftly, work collaboratively, and build enduring resilience for a digital age that waits for no one.