Trends of Communicators Toward Employing Artificial Intelligence Technologies in Media Work

Abstract

The study aims to explore the attitudes of communicators toward the use of artificial intelligence (AI) technologies in media institutions, as well as to examine the concept of AI and its applications in media work. It also seeks to identify the major obstacles that hinder the adoption of this modern technology in the fields of media and mass communication The importance of the study stems from the fact that AI-driven journalism has introduced a qualitative shift in the media sector. These technologies have contributed to modernizing traditional media practices in areas such as content preparation, filming, production, and the delivery of media messages to audiences. Moreover, AI has emerged in recent years as a rapidly developing concept and has become an essential necessity that plays a significant role across various disciplines.  This research falls within the scope of descriptive studies that aim to scientifically and objectively interpret phenomena. The survey method was used, relying on a questionnaire as the data collection tool, in order to answer the study’s questions and reach scientifically explanatory result