تطبيقات الذكاء الاصطناعي في الإعلام الليبي

Abstract

Abstract

This study analyzes the perceptions of Libyan media professionals towards artificial intelligence (AI) applications, centered on a key research question: is AI perceived as an empowering tool or a professional threat? The research employs a descriptive-analytical approach, utilizing a random sample of 609 employees from both public and private Libyan media institutions. Data were collected through an electronic questionnaire grounded in two theoretical frameworks: the Technology Acceptance Model (TAM) and Job Threat Theory, and were analyzed using appropriate non-parametric statistical tests.

The findings reveal that the perceived threat to human media jobs does not stem from the technology itself, but rather from how it is perceived and implemented. This underscores the necessity of an integrated approach that combines human empowerment with institutional regulation to transform technological transformation into a developmental opportunity, rather than a source of professional conflict. The study demonstrates that the acceptance of AI is effectively explained through the integration of these two theoretical models. Perceived usefulness emerged as a central factor in user adoption, while job-related concerns were primarily structural and future-oriented, focusing on shrinking employment opportunities and skill obsolescence, rather than the immediate displacement of workers. Furthermore, the research uncovered a strong inverse relationship between technological adaptation and job threat: anxiety levels were significantly lower among employees who received training and viewed AI as a supportive tool.

Among the key barriers hindering effective AI adoption are insufficient training and professional development, the high cost of applications, and the absence of a clear legal and regulatory framework. Consequently, the study emphasizes that comprehensive training programs, affordable access to technology, clear communication of AI’s role as a supportive instrument (not a replacement), and the establishment of a robust legal and regulatory infrastructure are essential prerequisites for inclusive and sustainable AI integration in the Libyan media landscape.

Keywords: Artificial Intelligence, Libyan media, Technological adaptation, Job threat