The Future of the Media Profession in Light of AI Technology Advancements: A Study on Media Practitioners

The research problem is framed around "understanding the perspectives of media practitioners regarding the impact of artificial intelligence (AI) on the media profession, as well as the challenges and opportunities they may face." The primary objective of the study is to "explore the impact of AI technology on the future of the media profession and analyze the role of Saudi media practitioners amidst these technological advancements." The secondary objectives include (1) identifying the extent to which Saudi media practitioners rely on AI technologies in their daily work, (2) exploring the AI-based tools and technologies that Saudi media practitioners use in their media work, (3) assessing the impact of AI technologies on the quality of news and media content, (4) studying the perspectives of Saudi media practitioners on the potential replacement of traditional media jobs by AI, (5) identifying the media fields where AI usage is expected to increase in the future, (6) exploring the skills media professionals need to develop to keep pace with technological advancements and AI, (7) analyzing the challenges faced by media professionals due to the spread of AI technology and its effect on their professional roles, (8) identifying the opportunities AI technologies may provide to improve media performance, (9) offering a future outlook on AI’s impact on the media profession and its role in enhancing the performance of media practitioners, and (10) analyzing possible scenarios for the future of the media profession in light of rapid AI technological developments.
The researcher adopted a quantitative survey methodology, utilizing an online questionnaire as a tool to collect data from a purposive sample of 150 media professionals working in the media sector in Saudi Arabia. The theoretical framework of the study is based on two key theories: (Media System Dependency Theory & Technological Determinism Theory).
Key Findings:
The study revealed that a significant portion of the sample consistently relies on AI technologies, with (60%) of the total sample indicating regular use of these technologies. Data analysis technology emerged as the most used tool, with (62%) of Saudi media practitioners (sample) relying on it. Furthermore, (66%) of Saudi media practitioners believe that AI technologies enhance the quality of media output. This high percentage reflects a positive perception of modern technology as a tool that contributes to the effectiveness and accuracy of news. Additionally, (74.7%) of Saudi media practitioners in the sample expressed a strong belief that AI technologies could replace traditional media jobs, with content dissemination via social media platforms being the leading area of usage at (74.7%). When it comes to the skills media professionals need to develop, content writing topped the list, with (62.7%) of the sample indicating the importance of mastering this skill to keep pace with AI technology. Simultaneously, (62.7%) of Saudi media practitioners expressed concerns about the potential replacement of traditional jobs by AI technologies, and (69.4%) noted that AI could expedite this process. Furthermore, (64.7%) of the sample has a high level of awareness regarding AI’s impact on the future of media, and (62%) of the practitioners adopted an optimistic outlook regarding AI’s potential. Notably, (64.7%) of the practitioners expect the media field to become more innovative and diverse due to AI advancements. Additionally, the study found a statistically significant correlation between Saudi media practitioners' reliance on AI technologies and improvements in the quality of news. There was also a significant correlation between practitioners’ use of AI and their evaluation of media content quality in light of AI technology.