ROLE OF ARTIFICIAL INTELLIGENCE ACROSS VARIOUS MEDIA PLATFORMS: A QUANTITATIVE INVESTIGATION OF MEDIA EXPERT'S OPINION

Abstract

Objective: The main purpose of the study is to know factors that determine the role of Artificial Intelligence and its impact across various media platforms. Method: The study had considered 213 media experts (respondents) among which the survey was conducted to know the role and impact of Artificial Intelligence across various media platforms. Results: Results showing that all the factors namely Customer management, Data management and Marketing having significant impact on “Overall impact of Artificial Intelligence across various media platforms” except the factor “Control information” showing insignificant but positive impact across various media platforms. Conclusion: This research endeavors to contribute to the burgeoning discourse on AI's role across various media platforms. The study concludes that there is a significant impact of Artificial Intelligence across various media platforms. The findings of this study can inform media professionals, researchers, and policymakers about the tangible impacts of AI, facilitating informed decision-making and fostering continued innovation within the media industry.