Attitudes of Visual Content Creators Towards Employing Artificial Intelligence in Visual Media in The Kingdom of Saudi Arabia

Abstract

We are currently experiencing a significant technological revolution, with a notable focus on artificial intelligence (AI), regarded as one of humanity's most groundbreaking discoveries since fire. AI has transformed various sectors, including the media and content creation industry. In Saudi Arabia, the media landscape has evolved remarkably due to the Vision 2030 initiative, which promotes technological advancements. This study aims to explore how visual content creators in the Kingdom utilize AI in their work, employing theories of technological determinism and Media Richness through qualitative interviews with six creators. The findings indicate a strong interest among participants in leveraging AI for its ability to save time and enhance visual presen-tations. However, concerns were raised regarding the lack of creativity and human touch in AI-generated out-puts, with researchers expressing minimal anxiety about AI's potential job displacement due to its absence of consciousness and narrative awareness. Furthermore, the emergence of a new artistic production line driven entirely by AI will be thoroughly examined. The study advocates for increased research on AI and visual media to enrich academic resources, keep pace with technological innovations, and assess the impact of AI out-puts on audience perception and understanding.

Keywords

Artificial intelligence, content creation, visual media, films, advertisements.

How to Cite

Alwthainani, S. & Shaabain, M. (2025).Attitudes of Visual Content Creators Towards Employing Artificial Intelligence in Visual Media in The Kingdom of Saudi Arabia. Journal of Umm Al-Qura University for Social Sciences, Vol17(1), pp69-84. https://doi.org/10.54940/ss41822927

License

Copyright (c) 2023. This work is licensed under aCreative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC)