Authors
• Aliyu Isah Agaie,aaisah.ims@buk.edu.ng,Faculty of Communication, Bayero University Kano
•
Abstract
This study explores the integration and impact of Artificial Intelligence (AI) in the media industry, focusing on its influence on media production, content personalization and journalistic practices. The study investigates how AI technologies are transforming the workflow, ethics, and job roles within media organizations. A qualitative research design was employed, and data was collected through in-depth interviews with media professionals. Thematic analysis was used to analyze the data, allowing for the identification of key patterns and themes. The findings revealed that AI is significantly improving the efficiency of content creation, enhancing audience engagement through personalized content delivery, and automating routine newsroom tasks. However, concerns were raised regarding the ethical implications of AI in news filtering, the potential for misinformation, and the displacement of human labor. The respondents emphasized the need for regulatory frameworks and digital literacy among media workers to ensure responsible AI adoption. The study concludes that while AI offers substantial opportunities for innovation and growth in the media industry, it also poses challenges that must be addressed to maintain journalistic integrity and public trust.
Keywords
Artificial Intelligence
Media Industry
Algorithm
Automation
Ethical Journalism
Information
Natural Language Processing
