AN ANALYSIS OF ARTIFICIAL INTELLIGENCE IN BROADCASTING: OPPORTUNITIES AND CHALLENGES IN ENUGU STATE BROADCASTING SERVICE (ESBS)

Abstract

The integration of Artificial Intelligence (AI) into broadcasting is rapidly transforming the broadcasting media landscape, presenting both significant opportunities for innovation and growth, and complex challenges. This study provides an analysis of AI in broadcasting, exploring its applications, benefits, and challenges. The study was anchored on Artificial Theory of Mind a foundational concept in Psychology and Cognitive science, which postulates that a socially intelligent agent could be imbued with the ability to model and engage effectively in human-agent interaction. Through qualitative and literature study approach, the study examined the broadcasting media development and AI-based innovation including automated content creation, distribution, personalization, and audience engagement. Findings highlight the potential of AI to enhance broadcasting efficiency, improve audience engagement and data-driven decision-making. It also highlighted significant challenges such as technical complexity, privacy concerns, resistance to change, skill gaps and job displacements. By understanding these opportunities and obstacles, the broadcast media can better navigate the complexities of AI technology and leverage its capabilities to enhance operations and audience engagement. It is important to note that AI cannot replace human creativity and wisdom, but can be used as a tool to complement human capabilities, making content creation and broadcasting more efficient and successful.