استخدام الذكاء الاصطناعي في التطبيقات الإعلامية الذكية : الفرص والتحديات

Abstract

Abstract : This study aims to explore the most significant smart media applications utilizing artificial intelligence (Al) and their adoption by the Bahraini public. It examines the extent of usage, perceived benefits, and satisfaction levels while identifying key opportunities and challenges associated with integration in these applications. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) model, an online survey was conducted with 415 respondents from Bahraini society to analyze user engagement, interaction patterns, and the impact of Al perceptions on the development of smart media applications. The study also investigates whether demographic variables influence attitudes toward Al-driven media applications. Findings indicate that Bahraini users actively engage with smart media applications, recognize their value, and report high satisfaction due to perceived benefits, considering these applications as virtual assistants, intelligent consultants, and thought readers that enhance quality of life. However, respondents also acknowledge technical, human, and security challenges in application development. Results further reveal that younger generations, particularly those born into the digital age, exhibit higher awareness, usage, and acceptance of Al-based applications than older demographics, while women demonstrate a greater tendency to use these applications compared to men. The study recommends further development of Al utilization in media applications to improve human quality of life and emphasizes the importance of increasing public awareness of optimal interaction methods to ensure more effective and user-aligned outcomes.