Prelude:

The field of communication and media continues to undergo radical changes due to successive and rapid developments in information technology. Artificial intelligence (AI) applications today, notably in content generation through algorithms, have significantly impacted and will further influence the media environment, its characteristics, the nature of media institutions, and those working in them. The production of algorithmically generated content is a significant driving force for  integrating AI into the media, given its ability to process massive data and employ it in producing various journalistic and media materials, detecting fake news, and expediting necessary verification stages to ensure media content credibility. AI applications also enhance user experience by facilitating search and information retrieval, providing interactive media content, directing content more appropriately toward target audiences, understanding media trends, and analyzing data for predicting future events.

AI applications contribute to expanding the global market for media and advertising services. They enhance strategic communication activities, directing them toward target audiences based on the trends and needs of those audiences, which has dramatically magnified AI's role in strengthening the competitive capabilities of the public relations and advertising market. Recent indicators show a rapid 270% growth in the use of AI applications over the last four years, with 65 countries currently utilizing these technologies. The global market return for AI applications in the media industry is expected to reach $8.4 billion by the end of 2023.

International reports suggest that most AI applications focus on several areas, including automating and producing media content (textual, auditory, and visual), detecting fake content, analyzing massive data, and influencing the metaverse. The World Economic Forum's 2020 reports indicated the paradigm shift in future job landscapes towards AI technologies, robotics, and massive data, replacing many current jobs.

This technological advancement raises several questions about changes in the media and communication environment, those who work in this field, the skills needed to adapt to future changes, and the ethical and legal challenges associated with employing AI in media production. These questions open avenues for contemplation and discussion about setting the policies, governance mechanisms, and standards related to AI ethics and ensuring responsible media use. What is the impact of the rapid developments in AI technologies on the media? What are the challenges? How do we maintain a balance between the use of intelligent technologies in the media industry and ethical considerations? How does the use of AI affect news credibility? How do we avoid data bias or its impact on media messages?