The impact of generative artificial intelligence on digital professional performance in Jordanian broadcasting institutions: The mediating role of big data analytics

The swift evolution of digital technology necessitated transformation within broadcasting entities. The use of new technologies became crucial in enhancing the performance of broadcasting professionals. Generative Artificial Intelligence (GAI) offers the opportunity to elevate the creation of broadcasting content, the efficiency, and the effectiveness of broadcasting operations. This study investigated the impact of GAI on digital professional performance in the Jordanian broadcasting sector and examined the mediating role of Big Data Analytics (BDA). A quantitative approach was used, and data were collected through an online structured questionnaire with a sample size of 215 employees working in different broadcasting institutions in Jordan. Data were analyzed using SPSS Version 29 and AMOS Version 29. The proposed hypotheses were examined using descriptive statistics, Confirmatory Factor Analysis (CFA), and Structural Equation Modelling (SEM). Bootstrapping techniques were used to determine the significance of the results. The findings of the study demonstrated that GAI positively impacts BDA and Digital Professional Performance, and BDA positively impacts Digital Professional Performance and partially mediates the relationship between GAI and Digital Professional Performance. The study makes a contribution to the theoretical and empirical literature on Jordanian Broadcasting Institutions by providing research evidence that demonstrates the need to align Artificial Intelligence technologies and analytics to enhance the professional activities of broadcasting institutions.