تطبيقات الذكاء الاصطناعي و دورها في تطوير العمل بالمؤسسات الإعلامية الإماراتية : دراسة ميدانية على القائمين بالاتصال

Abstract EN

The study aims to monitor the attitudes of the communicators towards the applications of artificial intelligence used in Emirati media organizations.

it also spots the light on these applications' role in improving the work where they are used.

survey methodology has been used.

an electronic questionnaire (prepared for this purpose) was distributed to a purposive sample of 100 media professionals working in various Emirati media organiza-tions including journalists, directors, editors, and photographers ….etc.

the study found.

first, there is unawareness among some of the respondents of ai technology that is used in their organizations; the drawback is the lack of using the ai applications within Emirati media organizations.

second, the study reveals that the idea of having a robot as a boss or a co-worker is not accepted by most of the respondents whereas few numbers of them accepted the robot as an assistant.

also, the study shows that 37% of respondents see using robots in the media workplace as infeasible.

moreover, the results indicate that the most two affected jobs by ai are: “website programmer” and “sound engineer” at a rate of 70 %, followed by “graphic designer” at a rate of 68.4%.

as for tv videographer is affected at a rate of 60%, and the news director is affected by 51.7%.

the results also show that the least affected jobs, from media professionals’ perspective, are: the editor, program-caster, program presenter, and news editor.

the study has found a statistically significant relationship between the level of stress (caused by using ai applications) of media professionals and their views about the role of ai techniques in improving work in Emirati media organizations.