- Loay Ahmad Irziqat 1*, Hamida bint Saleh bin Mubarak El-Bour 2 & Tahani R. K. Bsharat 3
- 1, 2 Université La Manouba I.P.S.I. Laboratoire. Médias Communication et Transition., 3 An-Najah National University, Department of Teaching English as a Foreign Language (TEFL).
- DOI: 10.5281/zenodo.17278389
This
research examines the advantages and disadvantages of artificial intelligence
(AI) in the media sector, with a focus on its transformative role in shaping
production, distribution, and consumption of content. The study highlights five
key advantages: enhanced efficiency in content creation, advanced
personalization of media experiences, improved data-driven decision-making,
expanded accessibility for diverse audiences, and new opportunities for
innovation and storytelling. Statistical evidence from organizations such as
McKinsey, Deloitte, and the World Economic Forum demonstrates that AI adoption
in media has grown significantly, with global investment in AI-driven media
technologies projected to surpass $20 billion by 2025.
In
parallel, the research investigates major disadvantages associated with AI in
media. These include concerns over job displacement in creative industries,
risks of misinformation and algorithmic bias, challenges to data privacy, and
the growing dependency of media organizations on AI infrastructures controlled
by large technology firms. Evidence from European Commission reports and
industry surveys emphasizes both the promise and the risks of integrating AI at
scale.
Additionally,
this study incorporates simulated public opinion insights, reflecting diverse
perspectives gathered through hypothetical participant interviews. While some
individuals praise AI for enabling personalization and accessibility, others
express apprehension about its ethical and social implications.
The findings indicate that AI’s impact on media is multifaceted, providing both opportunities for innovation and challenges requiring regulation, ethical oversight, and balanced integration. This research concludes that the future of AI in media depends on harnessing its benefits while addressing its potential harms to ensure a sustainable and trustworthy media ecosystem.
