Innovation including artificial intelligence that prioritize audience preferences and by extension embrace new market dynamics will ensure the media industry survives for the next several decades to come. Innovations such as use of drones, AI and related have helped the media improve quality of and speed of releasing content to a level not imagine before. Media houses are using AI to maximize on audience segmentation and preferences, thus gradually we are seeing a stabilization of changes in ratings, trust and credibility in the media, as the industry finds footing in the fast -changing operating environment. Can they help in ensuring responsible and professional of media reporting of elections, especially within the context of compressed newsrooms? Can such be the panacea to misinformation and propaganda that is becoming a big threat to professional elections reporting and related safety challenges to journalists during the electioneering period?