Artificial Intelligence Technology and Its Impact on the Media Industry 133 94

Abstract

This study aims to identify artificial intelligence technology and its impact on media production, by presenting the positive and negative impact of artificial intelligence applications on the media industry. The challenges facing artificial intelligence technology in the media production and its expected future were addressed at the end of the study. The study belongs to exploratory studies that aim to uncover the phenomenon and reduce its ambiguity. The study also relied on the theoretical aspect of the technology acceptance model and the theory of innovative ideas for their compatibility with the problem and objectives of the study and because they explain the relationship of modern technology to the media.

The study results include:

- Artificial intelligence is a human-made technology, derived from natural human intelligence and is an extension of it.

- Artificial intelligence does not have the creativity and ability to innovate in the media industry outside the scope of data that depends on algorithms.

- Artificial intelligence uses multiple technologies in the various media production stages to produce media message.

- Artificial intelligence has positive as well as negative aspects that affect the media industry.

- The use of artificial intelligence in the media industry has expected risks and concerns.

- Artificial intelligence technology faces technical, professional and ethical challenges in the media industry; however, it has expected promising future in the field.