The role of artificial intelligence in the development of digital media: Prospective study

Authors

Military Academy for Postgraduate and Strategic Studies

Abstract

The study aims to identify the changes brought about by artificial intelligence techniques in the work of digital media, which helped change the pattern of use and consumption of media messages, as well as contributed to the emergence of new themes among the outputs of the fourth industrial revolution that have benefited the work of mass media institutions.
These include cloud computing, data analysis, augmented reality, and employing robots to perform media tasks and move towards a new virtual media (Metaverse).
 
The researcher used the descriptive approach to study the phenomenon, as well as the unified theory of Technology Acceptance Model (TAM), and reached a set of results and future scenarios, including the optimistic scenario, the stability scenario, and the pessimistic scenario.
The results of the study indicated that digital media's future will be in favor of institutions employing robots and smart applications, in order to improve the quality of content, advance work efficiency, and increase revenues and profits for the organization. The results also showed that current media institutions must adapt to the new reality by changing their existing strategies with the need to switch to the smart world.
The study also found an increase in the automation of newspapers and the trend towards global digital publishing, while maintaining television as a smart viewing method.
The study's recommendations include the necessity of changing the approach to deal with current problems by adapting to the new global sphere and rehabilitating the infrastructure for all media institutions to rely on innovative technological solutions based on digital data analysis tools and training human cadres, as modern media technologies allow for a stronger control of the people.

Keywords

References

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