According to the theory of replacing jobs with artificial intelligence A study on a sample of telecommunications companies in Saudi Arabia

Document Type : Original Article

Author

Imam muhammad ibn saud islamc

Abstract

The study aimed to reveal the levels of use of artificial intelligence by communications personnel in telecommunications companies in Saudi Arabia, according to the theory of replacing jobs with artificial intelligence, and to identify their attitudes towards the expected benefit of using artificial intelligence technologies, and the most prominent challenges facing the employment of these technologies in the field of public relations and corporate communication from the point of view of the sample members. The study is classified among the studies based on the survey method, and the study community consisted of public relations and corporate communication leaders in telecommunications companies in Saudi Arabia, numbering (7) companies, while the study sample represented public relations and corporate communication leaders in each of: Saudi Telecom Company, Etihad Etisalat Company Mobily, and Zain Saudi Arabia, and the questionnaire was used to collect data from the study members. The results revealed a high conviction among the study sample regarding the expected benefit of employing artificial intelligence applications in the field of public relations and corporate communication; This is confirmed by the dimension of "expected benefit reflected in the content", and the results also revealed that the respondents gave the level of "mechanical intelligence" a higher value among the levels of artificial intelligence they use; This level, followed by “analytical intelligence”, then “intuitive or intuitive intelligence”, and “emotional intelligence” came at the bottom of the levels.

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References

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