The use of A.I. applications by the media units’ staff in the colleges of Tikrit university and its impact on work quality

Abstract

In the era of the Artificial Intelligence revolution and amidst the competition to exploit its applications in various fields, the media sector seeks to benefit as much as possible from this technology, especially the media of official institutions, as it represents the main interface of these institutions and the mirror that reflects their image before the public. If the image is positive, the institution’s reputation prospers; if the image is negative, the institution’s reputation deteriorates.

This study sheds light on the reality of using Artificial Intelligence applications by employees of the Media and Government Communication Divisions in the colleges of Tikrit University, and highlights the extent to which such applications contribute to improving the quality of media work within the academic environment. The researcher adopted the survey method through a comprehensive enumeration approach, by distributing a questionnaire to one hundred (100) media employees working across 23 divisions — which is the number of colleges at Tikrit University — in order to determine their level of use of Artificial Intelligence applications such as media language processing tools, machine translation, digital content creation, data analysis, image editing and processing tools, among others.