The Reality of Using Artificial Intelligence in Health Communication in the Kingdom of Saudi Arabia: Opportunities and Challenges

Document Type : Original Article

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*Professor Of Public Relations And Digital Media - Faculty Of Media And Communication - King Abdulaziz University

Abstract

This study aims to analyze the future potential of employing artificial intelligence (AI) in health communication by exploring the perceptions of physicians and healthcare experts in the Kingdom of Saudi Arabia (the study sample) regarding their level of awareness of AI technologies, the readiness of healthcare institutions to adopt them, and the expected benefits and related technical, regulatory, and ethical challenges. The study is grounded in the Diffusion of Innovations Theory to understand the factors influencing AI adoption and its compatibility with existing healthcare practices, with particular emphasis on trust in AI and its impact on service quality and patient experience.
The study adopted a descriptive survey methodology and employed an online questionnaire to collect data from a sample of 200 physicians and healthcare professionals in the Kingdom of Saudi Arabia. The findings revealed a high level of awareness regarding the capabilities of AI and a notable degree of institutional readiness for its adoption. The expected benefits of AI applications were considered significant, while regulatory challenges were identified as the most prominent barriers to adoption, compared to the lesser impact of technical and ethical concerns.
The results also underscored the importance of training and experiential learning in fostering adoption, along with institutional support and clear regulatory frameworks. Furthermore, the study found statistically significant correlations between awareness and institutional readiness, as well as between perceived benefits and trust in AI. Key recommendations include enhancing digital infrastructure, providing continuous training, and implementing effective regulatory policies to ensure the sustainable adoption of AI and achieve meaningful integration between smart technologies and healthcare systems.

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