Examining AI Integration by Audio-Visual Media Platforms in Oman: A Qualitative Analysis of Media Professionals’ Perspectives

This study aims to understand the perspectives and experiences regarding AI adoption in the daily work of Omani media professionals. This research, which explores the prospects, pitfalls, and consequences of AI integration in media production and distribution within Oman, focuses on those involved in audio-visual media production. This includes anchors, editors, producers, and directors. The study conducted semi-structured interviews to investigate how Omani audio-visual media professionals perceive AI tool integration in their daily work. The participants in this research are media practitioners from both public and private media enterprises in Oman. The study relies on a purposive sampling technique to ensure the inclusion of individuals with direct experience in utilizing AI tools in their work. The findings reveal a generally positive disposition among participants toward AI technologies and AI integration in media. To these respondents the integration of AI saves time previously spent on routine and repetitive tasks that require little human creativity. The study unveiled numerous challenges as perceived by the participants, which includes AI algorithmic bias and lack of opportunity to promote and circulate media content. Another challenge includes insufficient Arabic databases as relating to AI programming. Such an insufficiency makes AI incapable of recognizing many Arabic contexts. This is exemplified by faulty AI-generated Arabic outputs, failure to precisely recognize Arabic accents, and imprecise visual outputs on Arabic cultural identity. User awareness is another key challenge in the era of AI.