Attitudes of Saudi Journalists Towards the Use of Artificial Intelligence Technologies in Developing Digital Content Industry

Abstract

The study aims to explore the attitudes of Saudi journalists towards the use of artificial intelligence (AI) in developing journalistic content, focusing on its success, positive and negative impacts, challenges faced, and the skills required for its effective use in Saudi newspapers and websites. This study falls under descriptive research, which aims to analyze and interpret journalists' attitudes toward adopting AI in digital journalism, helping to understand its impact on content development in the Kingdom. The study uses a media survey methodology, relying on the collection and objective analysis of data to provide an accurate description of the phenomenon, offering a clear picture of the impact of AI on Saudi journalism. A total of 400 questionnaires were distributed to Saudi journalists working in electronic newspapers and magazines, using a stratified sample to ensure representation of all editorial departments. The researcher relied on a field survey questionnaire to collect and analyze data, aiming to understand journalists' attitudes toward AI in developing digital content. The study is based on the theory of "Electronic Multiple Logic Theory," "Diffusion of Innovation Theory," and the "Unified Theory of Acceptance and Use of Technology" as its theoretical framework.

The study results indicate that the vast majority of journalists have sufficient knowledge of AI technologies used in journalism, with 96.5% of participants, representing 386 individuals from the total sample, confirming this, while only 3.5%, or 14 individuals, reported not having sufficient knowledge of these technologies. The data also show that more than half of the sample (53.2%) believe that AI is essential for developing digital content, with 28% of participants, or 112 individuals, strongly agreeing, and 25.2%, or 101 individuals, agreeing to a lesser degree. Additionally, 96.5% of journalists, or 386 individuals, confirmed that their journalistic institutions use AI technologies in their work, while 3.5%, or 14 individuals, reported not using these technologies. Chatbots emerged as the most widely used AI application, representing 18% with 289 choices, followed by data collection and analysis at 16.1% with 258 choices, and breaking news identification at 16% with 258 choices. The primary challenges journalists face when using AI are related to the quality of results, with 26.3% of participants (389 choices), followed by cost factors at 26.1% (385 choices), and lack of sufficient expertise at 25% (369 choices), reflecting the need for training programs to enhance journalists' efficiency in employing these technologies. The study reveals a clear variation in AI adoption among Saudi news websites. For instance, "Al-Riyadh" and "Okaz" show noticeable reservations, as more than half of the content on "Al-Riyadh" still relies entirely on traditional journalists. Meanwhile, "Sabq" adopts a more open approach by integrating AI into editorial processes to improve production speed and analysis without replacing journalists. "Al-Watan" primarily uses these technologies for translation and proofreading, placing it in a middle position between reservation and openness. All sites rely on news agencies to ensure accuracy, but "Sabq" and "Al-Riyadh" are more open to digital content, while "Okaz" and "Al-Watan" lean more toward traditional journalism. In terms of journalistic formats, "Sabq" and "Al-Watan" excel in using visual content and infographics, while "Al-Riyadh" and "Okaz" focus on analytical articles. Economic and technological topics dominate, but "Sabq" and "Al-Watan" highlight digital transformations, while "Al-Riyadh" and "Okaz" tend toward political and social issues, reflecting differences in editorial strategies between caution and openness to AI technologies. The study recommends the following: (1) the need to organize specialized training courses and educational programs for journalists to enhance their abilities in dealing with AI technologies, including analyzing journalistic data, editing content with AI assistance, and using digital news verification tools to ensure content accuracy; (2) journalistic institutions should adopt strategies that ensure the integration of AI with journalistic work without replacing the human element, using it as a supportive tool to enhance productivity and support journalistic analysis while maintaining the human and creative touch in media content creation; (3) investment in developing AI technologies used in journalistic institutions to ensure the accuracy and quality of outputs, capable of producing content that meets the standards of journalistic accuracy and objectivity, while minimizing the need for intensive editorial revisions; (4) newspapers like "Al-Riyadh" and "Okaz," which are more reserved, should consider integrating AI technologies into editorial processes and proofreading, maintaining human oversight to ensure accuracy and credibility; (5) newspapers already using AI, like "Sabq" and "Al-Watan," could expand its use in data analysis and crafting interactive reports to increase production speed; (6) encouraging newspapers to rely more on AI in news verification, especially when using content from social media platforms; (7) "Okaz" and "Al-Watan" can explore more digital sources, as "Sabq" and "Al-Riyadh" do, to ensure broader and faster news coverage.