ROLES OF ARTIFICIAL INTELLIGENCE IN THE MEDIA TODAY (A STUDY OF RAVE FM, OSOGBO)”

Title: The Role of Artificial Intelligence in The Media Today (A Study of Rave FM, Osogbo). This study investigates the integration of Artificial Intelligence (AI) into the operations of Rave FM, Osogbo, Nigeria, examining its influence on content production, distribution, and audience engagement. The research highlights the increasing need for traditional radio to adapt to technological innovations amid shifting media landscapes. Grounded in Technological Determinism and Uses and Gratifications Theory, the study explores how AI transforms operational workflows while reshaping audience-media relationships. These frameworks help explain both organizational and user-level dynamics in AI adoption. Employing a mixed-method approach, this research combines quantitative surveys and qualitative interviews to investigate the impact of Artificial Intelligence on media operations at Rave FM. The research focuses on the station’s 50 employees, utilizing a self-developed questionnaire and a key informant interview guide to gather data. Findings reveal that AI at Rave FM is primarily used for administrative support, content regulation, and social media captioning, with limited impact on core production or interactive engagement. Staff express skepticism about AI’s creative capabilities and raise concerns about job security and transparency. The study recommends investment in training, development of ethical AI policies, and gradual expansion of AI tools. In conclusion, while AI holds potential to enhance operational efficiency, its adoption remains cautious and fragmented. Balancing innovation with human oversight will be key to ethical and effective AI integration in Nigerian radio broadcasting.