Artificial Intelligence in Qatari Media and Its Impact on Impression Management and Image Formation

This chapter examines the integration of artificial intelligence (AI) within the Qatari media landscape, focusing on how emerging technologies are being adopted across broadcast, digital, and print journalism. Using a qualitative descriptive approach based on document analysis, institutional reports, policy frameworks, and professional media practices, the study analyzes AI adoption through selected case studies, including Al Jazeera Media Network, Qatar News Agency, Media City Qatar, Alaraby TV Network, and Qatari print journalism. Particular attention is given to the role of national strategies, institutional governance, and Arabic-centric AI development in shaping media transformation. The findings indicate that AI adoption in Qatari media is primarily institutionally driven and aligned with Qatar National Vision 2030. Broadcast and official media institutions demonstrate more advanced and structured integration of AI compared to print journalism, which exhibits cautious and selective use. Across all sectors, a human-in-the-loop model predominates, ensuring that editorial authority, ethical responsibility, and professional judgment remain under human control. The development of Arabic-focused AI models, particularly the Fanar model, emerges as a strategic priority to address linguistic and cultural limitations of global AI systems. The chapter concludes that artificial intelligence integration in Qatari media remains at an early to intermediate stage, characterized by gradual experimentation rather than full automation. It argues that Qatar offers a balanced model of AI adoption that emphasizes technological innovation alongside ethical governance, cultural specificity, and journalistic credibility, providing insights relevant to other media systems undergoing digital transformation.