Employing Artificial Intelligence in Digital Content Creation between Professional Efficiency and Ethical Dimensions: A Study of the Opinions of Libyan Media Professionals Using Artificial Intelligence.

Abstract

professionals and journalists in employing artificial intelligence (AI) technologies in media work. It also seeks to explore the reasons behind Libyan media institutions’ adoption of AI technologies, as well as the attitudes of journalists and media professionals in those institutions toward the use of AI in their work, and its impact on credibility and professionalism in media practice. Additionally, the study investigates the main AI tools employed by Libyan journalists and media workers in content production.

The researcher applied a qualitative methodology, specifically the case study approach or qualitative analysis of professional practice. This approach allows for exploring the opinions and experiences of Libyan media professionals and understanding the social and ethical contexts that shape their interaction with and use of AI technologies. The study relied on a semi-structured and in-depth interview tool with a purposive sample of (20) journalists and media professionals who use AI technologies in media content production. The sample was selected based on direct experience and actual, daily use of these tools in professional practice.

The main findings indicate that:

1-The Libyan media sector is undergoing a difficult transitional phase, where journalists’ high level of technological awareness clashes with weak logistical capacities (such as internet access and subscriptions) and administrative constraints. This has resulted in partial and individual rather than institutional adoption of AI technologies.

2-Large language models (such as Chat GPT and Gemini) dominate daily practice, with primary use focused on “text processing” (summarization, editing, and proofreading) and image generation (Midjourney), while video and complex multimedia production remain very limited.

3-There is a severe regulatory gap and absence of professional codes of conduct within institutions, leaving adherence to outdated media laws dependent mainly on “individual professional conscience,” amid growing warnings about the threat of “misinformation”

to social stability.