The role of artificial intelligence in developing media technology: a case study

Abstract

This research aims to explore the role of Artificial Intelligence (AI) in developing media work within the Media Directorate of the Popular Mobilization Authority.

 The study was conducted through a field observation of a purposive sample of 30 media professionals, including editors, publishers, program producers, and documentary filmmakers. The sample was selected from the morning shift, excluding wounded personnel and those assigned to external duties, from a total research population of 155 employees working with AI in the directorate. The researcher adopted a descriptive methodology using the direct observation technique, with a specially designed observation checklist that included three core dimensions: technical use of AI, efficiency of implementation, and AI’s impact on media content.

 The results were analyzed using percentages, frequency distributions, and the Chi-square (χ²) statistical formula. The findings showed that AI utilization in media work is still limited and has not reached the desired level of effectiveness. Additionally, the results indicated no statistically significant differences between expected and actual levels of AI integration.

This highlights the need for specialized training programs and modernization of media tools to keep pace with AI advancements Within the training division or section within the directorate and the Popular Mobilization Authority within the General Training Directorate..