ADOPTING ARTIFICIAL INTELLIGENCE IN BROADCAST MEDIA IN ENUGU STATE

ABSTRACT Artificial Intelligence (AI) in the 21st century is taking over virtually every aspect of human endeavor, with the broadcast media being no exception as automation is now the order of the day. Based on the foregoing, this study deemed it necessary to investigate how far the broadcast media in Enugu state have gone in this all important digital switch over. Therefore, the study set out to; know the extent to which Broadcast Media stations in Enugu are aware of Artificial Intelligence, ascertain the level of knowledge Broadcast Media stations in Enugu have of Artificial Intelligence, know the perception of Broadcast Media stations in Enugu on Artificial Intelligence and to ascertain the extent to which Broadcast Media stations in Enugu make use of Artificial Intelligence. In order to achieve the above objectives, the study adopted a survey research method using the 24 broadcast stations in Enugu as the population of study, census was conducted due to the small nature of the population. The study was anchored on three theories, Technology Determinism theory, Diffusion of Innovation Theory and Digital Metamorphosis theory. The study was able to find out that media stations in Enugu are to a large extent aware of Artificial Intelligence and its trends with over 90% level of awareness. The study also found that there is a high level of knowledge of Artificial Intelligence among broadcast stations in Enugu with over 90% of them knowing what and how Artificial Intelligence can be used for in news production and dissemination. Again, findings show that over 90% of broadcast stations in Enugu perceive Artificial Intelligence as a welcomed development in the field of broadcasting and as a tool that can help enhance the productivity of broadcast media if holistically adopted. Lastly, findings show that the level of usage of Artificial Intelligence tools in news gathering and dissemination among broadcast stations in Enugu is as low as 29%. Therefore, one of the recommendations said that both governmental and non-governmental organizations should start investing and funding AI programs because without adequate funding, integration of Artificial Intelligence in broadcasting will be very difficult.