Effectiveness of AI on Communication and Knowledge Economy in the 21st Century Among Mass Communication Experts in Rivers State.

This study explored the influence of artificial intelligence on communication and knowledge economy in the 21st century among mass communication experts. Specifically, the study determined the effectiveness of artificial intelligence in fostering effective communication in the knowledge economy, identify the challenges militating against the optimal utilization of artificial intelligence in mass communication for developing the knowledge economy, suggest measures that can be utilized in ameliorating these challenges and identify stakeholders as well as their roles in the process of inculcating artificial intelligence in mass communication for the knowledge economy. The study was anchored on the media richness theory. A population of 107 communication experts across 4 different public tertiary institutions was used for the study. The study adopted a descriptive survey research design. Findings from the study showed that artificial intelligence is significantly effective in natural language process, personalizing content creation and data analysis. Findings further showed that the challenges militating against optimal AI use include data privacy concerns, ethical considerations and skills gaps. The study also determined that measure such as investment in AI research and development, education and interdisciplinary collaboration contribute towards ameliorating the challenges of AI usage and also that governments, regulatory bodies academic and research institutions as well as communication experts are stakeholders with relevant roles towards driving optimal AI utilization among mass communication experts. These findings hold the potential to shed light on the intricate nuances of AI's role in reshaping broadcasting, offering insights that extend beyond the immediate industry impact.
Keywords: Artificial Intelligence, Communication Dynamics, Broadcasting Transformation, Knowledge Economy, Technological Landscape.