Organizational Content Production Trends According to News AI Applications: A Study of Opportunities and Challenges
DOI: 10.46988/IJMMC.05.01.2023.01
Abstract
The research came under the title "Trends of Institutional Content Production According to Artificial Intelligence News Applications: A Study of Opportunities and Challenges", with the aim of identifying the driving factors for the adoption of artificial intelligence in the areas of institutional content production, evaluating the quality of institutional content production through artificial intelligence applications compared to the human editor, and knowing the degrees of utilization One of the applications of artificial intelligence in light of the challenges that may cast a shadow on the effectiveness and efficiency of the institutional digital product.
The research belongs to the descriptive explanatory research based on the analytical survey methodology. The questionnaire newspaper came as a tool for collecting data from the respondents. The research relied on the sample survey method, a tool that fits the nature of the sample to which the study was applied. It is a group of digital communicators from the media professionals working in the institutions in the region. Arabia. It was represented in an available intentional sample of 75 respondents.
Among the most important findings of the results is that the practices of institutional content production that depend on artificial intelligence are new in the Arab region, and their effects are still limited, given that they are in the infancy stage. Of the data helps to store and process it "with a relative weight of 83.5", followed by the importance of a competitive environment with a relative weight of 81.6. One of the most important challenges is that artificial intelligence lacks knowledge of technological consequences, such as understanding societies and human relations, as well as morality. And the limited technological competencies of the employer, and that the success of applications is linked to the extent of acceptance in society.
The results also found that artificial intelligence contributes to the development of customer service to a large extent with a relative weight of 78.7 and that it improves the performance of content production with a relative weight of 75.5, but the superiority of the human journalist came in an advanced manner in the elements and dimensions of efficiency in the automated programming of institutional news, which confirms that human intelligence It will continue to outperform AI in terms of efficiency and reliability, given that the latter is made by the former.
The researcher recommended the need to invest in artificial intelligence in institutional work, which has proven its immediate and future profitability, and interest in the information industry and providing it to everyone in order to enter the information society, with a belief in the importance of keeping pace with the digitization revolution.
