Applying of media professionals in media institutions with digital platforms using artificial intelligence technologies

The Study aimed to analyze the applying of media professionals in media institute with digital platforms using artificial intelligence technologies, and the reflect of it on digital era in media work, analyze the various obstacles, and the study used technology acceptance model, and the theory of the diffusion of innovations, and it used a questionnaire (N=130) from media professionals in media institutions with digital platforms.
The study revealed:
1- There is a correlation between the media institution’s reliance on artificial intelligence applications, and the media professionals view of the obstacles to applying these applications at the level of audience standards, while no correlation has been proven between the media institution’s level of reliance on artificial intelligence applications and the media professionals view of the obstacles to applying these applications at the level of Technical standards for journalists using artificial intelligence techniques.
2- It was proven that there were no significant differences between the study sample in terms of media professionals' perception of the obstacles to applying artificial intelligence applications at the level of personal standards, but it was proven that there were differences at the level of editorial and institutional standards according to gender.
3- It was proven that there were no significant differences between the study sample in terms of media professionals' perception of the obstacles to applying artificial intelligence applications at the level of audience standards according to the variables (gender, educational qualification, number of years of experience in journalistic work, and media legislation that has the most impact on artificial intelligence).
4- The results of the study revealed the importance of artificial intelligence in managing crises in media institutions, and in saving time in preparing data and verifying the credibility of content, as well as in creating databases, analyzing, and classifying audience data, contributing to decision-making, and improving media performance, as the study monitored. Challenges related to artificial intelligence journalism. The study presented a set of proposals to enhance the use of artificial intelligence techniques in the media field and mechanisms for achieving this.