Future of Jordanian traditional media in light of AI: A qualitative study

The research aims to investigate the prospective implications of Artificial Intelligence (AI) on traditional media, and to elucidate the conceptualization of AI within the discourse of media professionals, governmental and private media stakeholders in Jordan, alongside media scholars and IT experts. Employing the focus group method, a specialized interview tool distinguished by its purpose, design, and procedures, two distinct cohorts were engaged: media practitioners and officials on one hand, and academics and experts on the other. The investigation revealed the absence of a universally agreed upon terminology concerning AI, attributable to its nascent nature and rapid evolution. Notably, AI, leveraging its diverse and highly proficient tools, demonstrates significant potential for transformative impacts across various facets of the media landscape. These encompass the facilitation of exceptional content production, the empowerment of journalists to express their creative capacities, and substantial reductions in time, labor, and procedural overheads in media product development. Concurrently, the integration of AI within media environments is anticipated to pose formidable challenges to existing institutional frameworks. Additionally, the imperative of curriculum development in academic institutions, both public and private, is underscored to acquaint students with AI methodologies.