The Use of Artificial Intelligence Technologies by Communicators in Jordan Television: An Analytical Study of Professional and Legal Dimensions

Abstract

 This study aimed to explore the use of artificial intelligence (AI) technologies by Jordanian TV communicators. It analyzes the impact of AI on the quality of media content on the one hand, and the associated legal aspects related to AI use in the media on the other. The study adopted a descriptive-analytical approach, and in-depth interviews were used as the primary tool for collecting data from a purposive sample of 15 participants. This included editors, correspondents, presenters, and editors-in-chief. The research results showed that AI plays an important  role in improving the efficiency of media work by accelerating content preparation, reducing errors, and facilitating access to vast amounts of information,  which helps  media professionals to focus on creative and analytical aspects. In addition, the study revealed that the presence of professional, ethical, and legal challenges is hindering the optimal use of these technologies, including a lack of technical skills, fear of job loss, and a weak legislative framework regulating the use of AI. Furthermore, the study highlighted the need to establish clear editorial policies that define the controls for the use of these tools. The study presented a number of recommendations which are enhancing vocational training, developing a unified work guide, and updating the technical infrastructure, in addition to cooperating with legislative bodies to develop relevant laws. The significance of this study arises from its contribution in blocking the knowledge gap in the Arabic literature about AI and media. The study also presents practical  visions that could help Jordanian media institutions and decision makers in establishing integrated strategies that achieve the utmost benefit of these technologies, while maintaining the vocational and ethical values in media practices.