The Impact of Artificial Intelligence on the Economy in the Media Industry: Perspectives of Palestinian Media Workers

Objectives
This study aimed to explore the economic impacts of using artificial intelligence (AI) tools in the Palestinian media sector from the perspective of its workers.
Methods
To achieve this objective, a descriptive approach was adopted, and the researcher developed a 22-question multiple-choice survey, ensuring its validity and reliability. The survey was electronically distributed to 14 employees from Palestinian media institutions. The survey covered five key areas: the impact of AI on media jobs, its effect on production costs, its efficiency in media content distribution, new economic opportunities created by AI, and the financial challenges media institutions face in adopting AI technologies.
Results
The study findings indicated that AI tools did not significantly reduce or alter the nature of media jobs. However, respondents who reported job reductions or changes due to AI identified sound producers as the most affected group. Additionally, the results confirmed that content generation programs and audio/video editing technologies are among the most widely used AI tools in Palestinian media institutions, with search engine optimization (SEO) enhancement emerging as the most frequently utilized AI-driven technology. The study highlighted that developing new and innovative media products is one of the key economic opportunities provided by AI, alongside automating editing and publishing processes and leveraging AI-generated content. However, the main challenge in adopting AI technologies from an economic perspective is the lack of knowledge on how to effectively utilize them.
Recommendations
The researcher proposed several …