PBMC CEO and JStories Executive Editor Toshi Maeda lectures at Keio University’s endowed course. | Photos Courtesy of Prap Japan

Toshi Maeda, CEO of Pacific Bridge Media and Consulting (PBMC) and executive editor of JStories, delivered a guest lecture at Keio University on May 28 as part of the university’s endowed course sponsored by Prap Japan. 

Titled “Three Decades of Dramatic Change in the Media Industry — and What Comes Next: Media, Journalism, and Global PR in the AI Era,” the lecture drew an audience of more than 160 students from a wide range of faculties, including, Law, Economics, Business and Policy Management. 

Drawing on his experience as a reporter for international news agencies and newspapers, and as a Tokyo correspondent for global broadcasters, Maeda traced how the past 30 years have shifted news-making from professional journalists to individuals. He examined the surge of AI-generated disinformation and the filter-bubble effect, and explained why — as foreign media downsize their Tokyo bureaus — Japanese companies increasingly need to publish credible first-hand information themselves as a core part of their global communications strategy. 

He also highlighted the enduring human role in the AI era: going to the field, meeting people face to face, conveying their stories, and verifying facts.

The lecture prompted numerous comments and questions from students. One noted that “precisely because we live in the AI era, the value of humans who generate first-hand information on the ground is rising,” while another reflected on “the importance of going to see things with your own eyes.”

Our sincere thanks to Keio University and Prap Japan for this wonderful opportunity.