The impact of using artificial intelligence technologies on visual media content and consumer interests / Review article

Abstract

This study aims to determine the impact and importance of using artificial intelligence (AI) technologies in developing visual media content, and the implications of their application on consumer interests and media behavior towards visual media. It also aims to find solutions to the research problem: the reliance of visual media on AI, coupled with the lack of clarity regarding the impact of this content on consumer interests. The study examines the effect of AI technologies on visual media content and consumer interests. It relies on a review of recent literature and studies that have addressed AI technologies in media, focusing on the mechanisms of creating visual content using smart technology. An applied component was conducted on a purposive sample of 120 AI-enhanced visual media users through a questionnaire. The study concluded that employing AI in the media field is important, as it has contributed to developing media production, increasing consumer interaction and meeting their interests and expectations, and enhancing the efficiency of media content through AI applications. Furthermore, the study found an interactive relationship between the audience and the content, evidenced by the increased rate of consumer use of AI-enhanced media and the diverse motivations behind its use, ranging from accessing information to learning and entertainment.