Use of Artificial Intelligence and its Impact on the Media Industry

Nuwan Madduma Bandara Md
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Nuwan Madduma Bandara Md: University of Colombo, Sri Palee Campus, Sri Lanka

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 4264-4272

Abstract: The use of artificial intelligence in the process of human social communication through today’s mass media has grown rapidly. As artificial intelligence continues to spread throughout all aspects of human life, both in terms of potential and challenges in human social communication, the primary objective of this research was to examine the effects of artificial intelligence in media use. The primary research problem of this research was to investigate how artificial intelligence affects the media industry. Identifying the use of artificial intelligence in the media is an intervention in performing important tasks such as communicating with others, planning, and meeting the expected needs in communication. Since the use of artificial intelligence helps to complete the communication tasks in media use faster and more efficiently, it is the hypothesis of this research that it has significantly contributed to the human communication process. Accordingly, this article outlines that various artificial intelligence applications in media use have influenced the human mind to perform productive communication tasks more accurately and faster than the human mind. The research methodology of this research is based on the discourse analysis approach. Accordingly, this paper contributes to the existing literature in identifying the effects of artificial intelligence on media use. Accordingly, this paper is a conceptual paper based on a review of the literature. Discourse analysis is used to identify how the use of artificial intelligence has significantly contributed to the human communication process, as a review of the existing literature suggests that artificial intelligence is used to complete communication tasks in the media faster, more efficiently and effectively. As a primary finding of this research; The advancement of automation and editing capabilities by artificial intelligence-powered technology in the media industry has revolutionized the creation and processing of media content. The use of artificial intelligence has facilitated the customization and personalization of media content creation and distribution spaces, the way consumers consume and distribute media. It has also been recognized that technologies powered by artificial intelligence open up opportunities for improved efficiency, personalization, and user experience. Accordingly, the use of artificial intelligence applications in performing communication tasks in the media sector has been successful, and the primary conclusion was that the trend of using artificial intelligence applications to solve many problems related to those tasks and to obtain results with a high level of efficiency and accuracy has increased.

Date: 2024
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