The role of communication strategies in the media content industry in view of the application of artificial Intelligence techniques: A future vision

Document Type : Original Article

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Associate Professor, College of Communication and Mass Communication - King Abdulaziz University

Abstract

The study aims to examine the view of experts and practitioners regarding the role played by artificial intelligence applications in developing media content. It is a descriptive study; it uses the survey method, and the questionnaire tool applying to a sample of the experts and practitioners. Also, it uses The Unified Theory of Acceptance and Use of Technology (UTAUT (.
The results show that there is a statistically significant relationship between the extent to which the institution uses artificial intelligence applications and the readiness of Saudi media institutions to use these applications in media content industry, and a statistically significant relationship between the respondents’ evaluation of the status of using artificial intelligence applications in developing the media product and the expected benefits from adopting artificial intelligence applications in media content industry.
 

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