This research explores the integration and impact of artificial intelligence (AI) within Emirati media organizations, focusing on adoption determinants, obstacles, and interventions. Utilizing a mixed-methods approach, the study incorporates qualitative data from 21 in-depth interviews with media professionals and a thematic analysis of 30 scholarly articles published between 2019 and 2024. The research aims to provide a nuanced understanding of AI's transformative effects on the UAE media landscape. Key findings reveal that AI is significantly enhancing content creation, distribution, and audience engagement processes within Emirati media organizations. AI technologies such as machine learning, natural language processing, and predictive analytics are being leveraged to improve operational efficiency, streamline workflows, and deliver personalized content to audiences. These advancements are driving competitive advantages and elevating the overall quality of media output. Despite these benefits, several challenges hinder widespread AI adoption. Technological barriers, including limited access to advanced AI tools and infrastructure, pose significant obstacles. Additionally, there is a pronounced shortage of skilled personnel capable of implementing and managing AI systems, which exacerbates concerns over job displacement and workforce anxiety. Ethical considerations, such as ensuring unbiased AI algorithms and protecting user privacy, are also critical issues that require attention. The study underscores the importance of continuous training and upskilling for media professionals to adapt to the evolving technological landscape. It highlights the role of robust ethical guidelines and governance frameworks in promoting responsible AI use. Government support, through targeted policies, funding initiatives, and incentives, is identified as a crucial factor in facilitating AI integration and addressing adoption barriers. The research concludes by providing strategic recommendations for media organizations and policymakers. It advocates for the development of comprehensive AI adoption roadmaps that include capacity-building initiatives, ethical oversight, and collaborative efforts between industry stakeholders. By addressing these areas, Emirati media organizations can harness the full potential of AI to drive innovation, improve audience engagement, and maintain competitiveness in a rapidly digitizing global media environment. This study contributes to the growing body of knowledge on AI in media, offering valuable insights into the specific context of the UAE. It provides a foundation for future research on AI's role in media and serves as a guide for organizations seeking to navigate the complexities of AI adoption.
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