Impacts of artificial intelligence application on contemporary broadcast media practice in Nigeria: a study of broadcast media practitioners in selected states in South-East, Nigeria

Abstract

The paper examines the impact of artificial intelligence application on contemporary broadcast media practice in Nigeria. The concept of (AI) artificial intelligence application has continued to generate controversy and attention from different scholars and professionals alike. AI as the world most newest technology came on board via the fourth industrial revolution. It is a machine intelligence capable of mimicking human cognitive functions such as learning, understanding and problem solving. AI has the ability to write articles, news stories as well as effecting editing process. The study objectives were to ascertain the level of understanding of AI application among the Broadcast operators, to find out the role played by AI contents creation and communication and the impacts of AI applications in the broadcast media outlets in Owerri, Imo state, Nigeria. The study adopts a survey method of research by using questionnaire and interview as a research instrument for data gathering to engage media practitioners and academics on discussion on their levels of understanding of AI technology. The sampling size for the study was 399 according to survey monkey, an online sample size formula. The sampling technique adopted was simple random sampling. The data were presented in tables and simple percentage. Findings from the study revealed that 181 respondents strongly agreed to have an understanding about the new technology and its functions ability as AI is increasingly becoming part of our daily lives. Other finding showed that AI application is rapidly developing in the media sector. Consequently, the researchers concluded that the media organizations and the professionals should embrace the technology and utilize it for improvement of the media practice.