Document Type : Original Article
Authors
1
Associate Professor, Department of Communication and Business, Faculty of Humanities, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
2
PhD student in Media Management, Faculty of Governance, Islamic Azad University, Isfahan Branch (Khorasgan), Isfahan, Iran
3
MSc the field of health care Management, School of Health, Mashhad University of Medical Sciences, Mashhad, Iran
Abstract
Many advances have been made so far around the applications of artificial intelligence in the media, but the approaches related to artificial intelligence in the field of media are still not completely clear. In this research, an attempt has been made to predict the effects of these applications on the media.The method of conducting this research is the prospective study of the productivity of visualization. For this purpose, a structured interview was conducted with 16 experts and experts in the field of media and artificial intelligence using the Delphi method and the purposeful sampling method based on the criteria, and their opinions in this field were received and categorized in order to answer the research questions based on the proposed research scenarios. It was asked how to describe the applications of artificial intelligence in the media. The results showed that rapid development, prediction of transformative scenarios, low error rate, quality of content, production of more creative works, algorithm of audience measurement and the effect of chatbots are effective in recruiting human resources of media organizations. The role of artificial intelligence in shaping education and skill development in the media sector highlights the need to continuously learn and adapt to technological advances. Addressing the challenges facing the industry, including privacy concerns, underscores the importance of ethical practices, transparency, and collaborative efforts to find effective solutions. Looking ahead, AI's potential to further influence content creation, distribution and There is a lot of audience interaction.
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