The use of artificial intelligence techniques in Egyptian websites and their impact on the communicator A field study of the “Al-Youm Al-Sabea” sites - Cairo 24 - Masrawy

Egyptian websites are rapidly integrating AI, transforming the landscape for communication professionals. This research delves into this dynamic, examining both the opportunities and challenges presented by AI. It begins by assessing the current state of AI adoption in website development across three prominent Egyptian platforms - Youm 7, Cairo 24, and Masrawy. By utilizing a systematic comparison method, the study analyzes the similarities and differences in their AI implementations, uncovering their impact on communicators' roles and workflows. Further investigation focuses on the human element within this AI-driven environment. The research explores the skill sets communicators require to effectively navigate and utilize AI-powered websites. It sheds light on the training opportunities available, identifying their sources and assessing their effectiveness in preparing communicators for this evolving field. Additionally, the study examines the barriers communicators face in adopting AI, exploring both technical and psychological hurdles. To understand the potential future of the communicator profession, the research employs the Technology Acceptance Model (TAM). This framework helps analyze the factors influencing communicators' acceptance and use of AI tools, providing valuable insights into their perceived ease of use and potential benefits.
By combining these diverse elements, the research offers a comprehensive picture of the AI revolution within Egyptian websites and its impact on communication professionals. It goes beyond simply identifying trends, delving into the concerns and aspirations of communicators as they navigate this transformative era. Ultimately, this research seeks to guide the future of communication in the age of AI, ensuring that human creativity and ingenuity remain at the forefront of engaging audiences in an increasingly AI-driven world.