Exploring cutting-edge data visualization: Unveiling opportunities and overcoming challenges in thai journalism amid AI disruption

This study explores the opportunities and challenges of adopting data visualization in Thai journalism, with a particular focus on how artificial intelligence (AI) can enhance these processes. While data visualization has been widely adopted in other regions, such as Europe, it remains underutilized in Thailand. Through in-depth interviews with Thai journalism professionals and data visualization implementers, the research investigates the current state of data visualization, barriers to its implementation, and the potential of AI to overcome these obstacles. Using ATLAS.ti® for qualitative analysis, the interview transcripts were coded and analyzed based on the Balanced Scorecard (BSC) framework, examining factors such as financial, customer, internal processes, and skill-related issues that impact data visualization adoption. The findings offer insights into how AI technologies, such as Generative AI, Data Processing, and Natural Language Processing, could help streamline workflows and enhance storytelling, data management, and visualization design. These results are expected to provide actionable strategies for media organizations to adopt more advanced data visualization techniques, ultimately improving news dissemination and public understanding in Thailand.