Sudanese Media Professions' Attitudes Towards Using Artificial Intelligence Techniques in Production Media Content - a Field Study

Abstract

The development of artificial intelligence technologies has led to a major qualitative shift in the world of media and has effectively contributed to changing the ways media institutions work and produce and publish media content. The importance of the study stems from the importance of artificial intelligence technologies that provide many solutions in the field of media work and provide unlimited opportunities for media professionals to improve content production processes in a more attractive and influential way. It also contributes to revealing the extent to which Sudanese media professionals use artificial intelligence technologies in content production. The study sheds light on the challenges facing media professionals in light of the spread of artificial intelligence technologies and provides visions and strategies that contribute to overcoming these challenges and enhancing the role of artificial intelligence in content production in light of digital media. The main problem of the study is to know the trends of Sudanese media professionals towards the use of artificial intelligence technologies. The study seeks to identify the extent of Sudanese media professionals' understanding and familiarity with artificial intelligence technologies used in the media field. It also aims to know the most important areas of using artificial intelligence technologies in media content production from the point of view of Sudanese media professionals. The study will follow the field survey approach by designing a questionnaire form and using it as a tool to collect primary data. The study will be divided into three axes. The first axis will include the methodology and the previous studies, and the second axis will address the theoretical framework, and the third axis will address the field study, the study found several results, including: Most Sudanese media institutions use artificial intelligence technologies to some extent. However, a significant percentage does not, which necessitates an examination of the reasons for this lack of adoption, given the crucial role of these technologies in modern content production. Generative AI tools, such as those for text, image, and video creation, are among the most frequently used, followed by content writing and editing systems. The study also offered several recommendations, including: The study recommends developing clear editorial policies to regulate the use of generative AI tools (such as those for text, image, and video creation) in order to ensure quality and credibility. The study also recommends raising awareness of the ethical risks of AI in media, such as information manipulation and the spread of disinformation.