The repercussions of employing artificial intelligence techniques in the media content industry From the point of view of Jordanian media experts

Document Type : Original Article

Authors

1 Department of Journalism - Faculty of Mass Communication - Yarmouk University

2 Yarmouk University - Jordan

3 Faculty of Mass Communication - Yarmouk University - Jordan

Abstract

This study belongs to descriptive research, and the study relies on the field survey method, and the questionnaire was used as a tool to collect data from the respondents in a systematic manner to reach the results, and the study was applied to an intentional sample of 100 individuals from academics, researchers, and practitioners in the field of Jordanian media.
    The research concluded with the following findings: The use of artificial intelligence in the creation of media content in Jordanian media organizations is of great importance, with 80.4% of Jordanian media experts, Jordanian media experts find that Jordanian media organizations have not paid enough attention to the use of artificial intelligence techniques, as their interest decreased by 55.9%, and media experts in Jordan recognize the advantages of employing artificial intelligence techniques in the creation of media content, and the positive impact of reducing time and effort ranked first with 89.2%. 

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