WAVES declaration champions ethical AI, cultural pluralism, media integrity

Vivek Sharma
MUMBAI: The Global Media Dialogue held during the World Audio Visual and Entertainment Summit (WAVES), on Friday adopted a landmark 13-point ‘WAVES Declaration’, focusing on promoting ethical use of artificial intelligence (AI), media integrity, cultural inclusivity, and responsible content creation.

The high-level event, witnessing representatives from the 77 countries, was chaired by External Affairs Minister Dr. S. Jaishankar and Information and Broadcasting Minister Ashwini Vaishnaw.
Both ministers emphasized the need to align tradition with technology, ensure responsible media practices, and address the challenges of the rapidly evolving digital landscape.
The External Affairs Minister underlined that the democratization of the global order must go beyond political and economic autonomy to include cultural identity and creative expression.
“Technology and tradition must go hand in hand,” he said, stressing that AI should empower rather than erase cultural narratives. He said that modern innovation must build on the foundations of heritage, adding that modernity is not a rejection of the past, but a constant quest built on human achievements.
The WAVES Declaration commits participating nations to curb misinformation, promote fact-based journalism, and support responsible advertising. It pledges to uphold open, inclusive platforms for creative expression and collaboration, while also addressing digital inequality by enhancing access, affordability, and choice in media consumption.
Acknowledging the transformative power of AI, Jaishankar urged for its responsible use, highlighting concerns about authenticity and ethical implications. He cautioned that AI would bring unprecedented challenges, from intellectual property concerns to potential content bias, and called for urgent, collective action to address these.
Jaishankar said that AI can help deepen awareness of India’s rich heritage, particularly among youth, and could be a powerful tool in realizing the vision of a developed India (Viksit Bharat) by 2047. However, he stressed that policies, mindsets, and practices must evolve to match the changing realities of global media and the workplace.
“Today, the real challenge is not lack of information, but getting noticed amidst the noise,” Jaishankar said, adding that preparing the next generation for this information-saturated era, requires skill development and culture of creative collaboration.
The Minister for Information and Broadcasting, while speaking on the occasion, focused on the evolving nature of content creation, advocating support for local content and storytelling.
“We are at an inflection point,” he said, adding that media and entertainment must now incentivize homegrown creativity to keep pace with global innovation.
The declaration also acknowledged the importance of creating jobs and ensuring inclusive growth within the media sector, especially for youth, women, and underrepresented communities. It emphasized the need for public-private partnerships to support research, innovation, and secure digital ecosystems.
The WAVES Declaration marks a significant step toward shaping a more equitable and responsible global media environment, rooted in ethical technology use and cultural respect.