Leveraging Artificial Intelligence in Bahraini Media Institutions in the Digital Age

Abstract The study addressed the shortage of research on the integration of artificial intelligence (AI) technologies within Bahraini media institutions. It argued that media professionals can leverage AI-driven platforms to develop professional skills and get people chatting within newsrooms. The research sought to investigate how these technologies are utilized by Bahraini journalists, what practical effects arise when such tools are introduced into media environments, and what challenges professionals face as digital transformation accelerates. The study, which used a descriptive and exploratory approach, was guided by the Technology Acceptance Model (TAM) and included a purposive sample of 46 professionals representing radio, television, print, and digital media sectors. Results indicated that among all AI applications, fact-checking and combating misinformation were the most widely used, with a mean score of 3.24. The use of AI in presenting television programs was the least widespread among applications, with a mean score of 2.15. Results showed that web development and graphic design were seen as the two job roles most exposed to automation risks, with average scores reaching 3.63 and 3.51, respectively. 41% of participants reported actively keeping up with the latest AI advancements in the media sector, while 48% indicated moderate interest in these developments. This distribution highlights willingness among Bahraini media professionals to embrace technological change within their industry. However, a challenge was identified: there remains hesitation when it comes to the human–technology relationship, as 58.7% said they would accept robots as assistants, but 67.4% were not willing to hand over supervisory roles to these technologies.