Practical Aspects of Applying Artificial Intelligence in the Work of Media and Communication Professionals in Palestine: Applied Study

Document Type : Original Article

Authors

Leadership and Communication Program, University of Science and Technology Malaysia (USIM)

Abstract

This study aimed to uncover the practical aspects of applying artificial intelligence (AI) in the work of media and communication professionals in Palestine. The study adopted a descriptive-analytical methodology and was applied to a sample of 15 communication managers in Palestinian media institutions. The results showed that the majority of professionals (46.7%) regularly use AI tools in their work, with an evident demand for their use in editing texts, video and sound editing, and producing digital content. Conversely, a significant portion of the sample expressed reservations towards using AI for creative tasks, such as generating content ideas. The findings also indicated a growing trend of AI adoption among colleagues, with 73.4% of the respondents confirming an increased use. However, professionals face significant challenges, including a lack of adequate and specialized training, ethical and professional concerns, and the absence of clear regulations and policies governing the use of AI. The study recommends organizing specialized workshops and training courses to enhance the skills of media professionals, developing clear legislative and ethical frameworks, and fostering a culture of innovation within media institutions.

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