Use of Artificial Intelligence Applications in Media Organizations: A Comparative Study on a Sample of Egyptian and European Media Professionals
, Vol.13
, Special Issue (Fifty-sixth) about: Digital Markiting
PP:19-37
Authors:
Dr. Sally Samy Abdelraouf Tayie-Assistant Professor & Head of the Department of Media and Communication,Media & Communication Department ,Faculty of Language & Mass Communication,Arab Academy for Science, Technology and Maritime Transport
Abstract:
Artificial Intelligence (AI) technology has brought about many changes in our recent lives and has come to play an important role in various areas of life, especially in media organizations. AI has become an important tool for performing many unconventional tasks, and at the same time, this technology has resulted in many challenges that have aroused the interest and concern of governments. In July 2023, the United Nations Security Council held a special session to discuss the opportunities and areas of benefiting from AI technology and the challenges and risks that could affect global security and peace. AI technology has enabled media professionals in general and content creators in digital media in particular to work more efficiently and productively, and there has become a need to define the limits of knowledge of AI among workers in media institutions. This article reviews findings of a study which was carried out on a purposive sample of experts and media professionals from Egypt and some European countries. This study aims primarily to identify the perceptions and opinions of experts regarding the extent of awareness and knowledge of AI and its uses in media organizations. It also aims to find out about the challenges which AI may bring to our life in general. The study relied on in-depth interviews, which is an important qualitative technique. The study also focused on identifying the extent of media professionals’ knowledge in these countries of the basics and uses of AI, the efforts made to improve AI skills, and ethical concerns in institutions that adopt AI. The results of the study have shown that in general there is a significant lack of awareness, knowledge, and understanding of the role that AI can play within media institutions, whether in Egypt or some European countries. The results have also shown that experts in various countries called for the need to enact regulations and laws and emphasize the ethical aspect, and the urgent need to enact regulations to address ethical concerns, including the need to consider accuracy, copyright, bias, and privacy violations.
Key Words:
Artificial Intelligence, Marketing, AI Journalism, AI, Challenges, AI Knowledge.
Research Language:
English
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