III Shusha Global Media Forum: Strengthening Information And Media Resilience In The Age Of AI

Held from July 19 to 21, 2025, the third Shusha Global Media Forum took place in Shusha, Azerbaijan, a city emblematic of its cultural heritage and post-conflict revival. The event brought together 255 participants, including approximately 140 foreign delegates from 52 countries, alongside Azerbaijani media professionals, policymakers, and experts. Centered on the theme “Digital Pathways: Strengthening Information and Media Resilience in the Age of AI,” the forum examined how rapid digital transformation and artificial intelligence are reshaping the global media landscape. Over the course of three days, participants engaged in substantive discussions on the challenges and opportunities confronting modern media, from countering disinformation to leveraging emerging technologies, while promoting international cooperation and fostering a transparent, trustworthy information environment. Notably, the forum coincided with Azerbaijan’s National Press Day, further underscoring its relevance to the country’s evolving media landscape.

President Ilham Aliyev formally opened the forum and played a central role throughout the event, engaging directly with participants and reaffirming Azerbaijan’s commitment to open dialogue. In his welcoming remarks, he greeted delegates to Karabakh and noted that the Shusha Forum had “already become a tradition” for addressing not only media-related issues but also broader global challenges. Emphasizing the transformative power of artificial intelligence, Aliyev cautioned that AI is “radically [changing] the processes of information production and dissemination,” and urged both governments and media institutions to adapt proactively. His call for fostering open and respectful discourse set the tone for the forum’s collaborative and forward-looking atmosphere.

President Aliyev’s engagement at the forum extended well beyond his formal address. In a wide-ranging Q&A session, he responded to diverse questions, highlighting Azerbaijan’s climate diplomacy, particularly in the lead-up to COP29 in Baku, and underscoring strategic partnerships, including the deepening Azerbaijan–China relationship. His remarks also reflected a readiness to confront complex geopolitical issues directly, such as Armenia’s continued obstruction of the Zangezur Corridor and Azerbaijan’s intention to pursue legal action against Russia over a recent aircraft incident. These statements underscored that, while the forum was framed around media resilience, it also served as a prominent platform for articulating Azerbaijan’s regional and international policy positions.

Building on President Aliyev’s message, other senior Azerbaijani officials underscored the forum’s broader strategic significance. Hikmat Hajiyev, Assistant to the President and Head of the Foreign Policy Department, highlighted the importance of holding the event in Shusha, described as “the cradle of Azerbaijani culture”, framing it as both a symbol of post-conflict recovery and an exercise in soft power diplomacy. The choice of location was deliberate, signaling Azerbaijan’s intent to reclaim narrative sovereignty in the global information space. Officials pointed to the long-standing distortion of international media coverage surrounding the Karabakh conflict and emphasized that Azerbaijan’s national media strategy now prioritizes correcting these narratives through open dialogue, credible journalism, and platforms such as the Shusha Forum.

This perspective was also evident during the 2023 Shusha Global Media Forum. Speaking on the sidelines of the first forum, Ahmad Ismayilov, Executive Director of Azerbaijan’s Media Development Agency, emphasized its core mission: to monitor global media trends while advancing media literacy within Azerbaijan. By presenting Azerbaijan as both a contributor to and beneficiary of global information flows, officials framed the forum as a milestone in the country’s growing role as a responsible and forward-looking actor in international media innovation.

The breadth of international participation underscored Azerbaijan’s ambition to position the forum as a global platform for media dialogue. Prominent media executives and experts from multiple continents contributed their insights, reinforcing the forum’s core themes. Claus Strunz, CEO of Euronews, delivered a keynote address titled “Journalism in the AI Era: Preserving Truth Amid Automation.” He characterized artificial intelligence as a double-edged sword—simultaneously a transformative tool and a potential risk. Strunz proposed viewing AI as a “new employee” requiring vigilant oversight and called on media organizations to establish rigorous verification systems. While acknowledging AI’s capacity to improve newsroom efficiency, he stressed that human editorial judgment remains essential for upholding ethical standards and sustaining public trust.

These themes were further explored during the forum’s panel discussions. In a session titled “Media Literacy as the Guarantee of Information Security,” speakers from diverse regions underscored the global urgency of fostering information resilience. Jaffar Hasnain of TRT World criticized persistent biases in international reporting during the Azerbaijan–Armenia conflict, cautioning that unbalanced narratives risk blurring the line between truth and propaganda. Representing Africa, Zipporah Maubane of the African Union Development Agency stressed the importance of cross-sectoral responsibility in advancing media literacy. She called on both institutional leaders and individual citizens to promote critical thinking as an essential skill for navigating today’s complex and often misleading digital information environment.

The forum’s emphasis on media literacy also resonated in contributions from Asian participants. Wang Delu of China Media Group commended President Aliyev’s active engagement, particularly his openness during the extended Q&A session. Shafag Mehraliyeva of ADA University offered a compelling analogy, likening media literacy to basic education and asserting that the ability to critically assess information is now as fundamental as reading and writing. These perspectives reinforced a shared global insight: while technology continues to transform journalism, it is informed, discerning audiences that ultimately safeguard the integrity of the media landscape.

As discussions shifted toward the implications of artificial intelligence, participants widely recognized its dual nature—offering both promise and peril. While AI holds significant potential to streamline content creation and expand distribution, it also poses serious risks, including the proliferation of deepfakes and algorithmically driven misinformation. A broad consensus emerged around the urgent need for safeguards: ethical frameworks, industry standards, and robust “control mechanisms” to ensure that AI technologies reinforce rather than erode journalistic principles. These deliberations underscored a recurring theme throughout the forum: media literacy remains one of the most effective tools for combating disinformation and preserving public trust in the digital age.

The connection between media literacy and security became even more pronounced as discussions turned to the broader concept of information integrity. Participants examined strategies to counter disinformation campaigns and reinforce editorial accountability amid rapidly advancing technologies. Recommendations included expanding fact-checking networks, fostering cross-platform collaboration, and promoting ethical content governance. With social media increasingly shaping public discourse, panelists highlighted a dual imperative: traditional media must adapt and uphold credibility, while technology platforms must assume greater responsibility in mitigating the spread of harmful and misleading content.

This spirit of collaboration was reflected in several practical engagements throughout the forum. A roundtable marking the 105th anniversary of Azerbaijan’s state news agency, AZERTAC, emphasized the importance of strengthening cooperation among international news organizations. Complementary events, including exhibitions and documentary screenings, further facilitated networking and exchange. Collectively, these moments underscored Azerbaijan’s ambition to advance “information diplomacy,” positioning media engagement as a conduit for deeper international partnerships. The forum’s impact extended beyond the region, as evidenced by widespread media coverage from outlets such as Tükiye’s Anadolu Agency, China’s Xinhua, and Pakistan’s Islamabad Post, signaling that Shusha’s message resonated globally.

Importantly, the forum’s impact extends well beyond the event itself. It has emerged as a global platform for media cooperation, with Shusha steadily transforming into a hub for cross-border dialogue. The presence of journalists, policymakers, and media professionals from Europe, Asia, Africa, and the Americas reflected a shared resolve to confront the complex challenges of the digital era—from AI-driven disruption to safeguarding information integrity. According to Azerbaijani organizers, the forum not only elevated Shusha’s profile on the international media map but also laid the foundation for future collaboration, including joint training programs, cross-border content partnerships, and expanded multilateral engagement.

Equally vital was the forum’s emphasis on digital transformation. Building on previous editions that addressed the “Fourth Industrial Revolution,” this year’s focus on artificial intelligence signaled a distinctly forward-looking agenda. Panels exploring the responsible application of AI in journalism—ranging from investigative tools to content automation—provided practical guidance for navigating the rapidly evolving media landscape. By integrating discussions of media literacy and ethical responsibility, the forum framed digital transformation not merely as a technical issue, but as a broader societal challenge requiring informed, values-based responses.

In conclusion, the III Shusha Global Media Forum transcended its immediate agenda to become a pivotal touchstone for global media resilience. The convergence of high-level state engagement, international expertise, and civil society participation made it a singular platform for addressing the multifaceted challenges of the digital information age. From calls to regulate AI and strengthen media literacy to proposals for cross-border collaboration, the forum outlined a practical roadmap for building ethical, trustworthy, and adaptive information ecosystems. By anchoring this dialogue in Shusha, a city reborn from conflict, Azerbaijan delivered a powerful message: that truth, open dialogue, and international cooperation remain our most effective tools for navigating the uncertainties of the AI era.