Artificial intelligence in media and communications
Sergey Davydov, Associate Professor of the Department of Sociology, Senior Research Fellow at the International Laboratory for Social Integration Research (HSE University), moderated and co-presented the results of a joint study of The Russian Association for Electronic Communications (RAEC), the HSE and the Faculty of Journalism of Lomonosov Moscow State University "Artificial intelligence in media and communications".
The event took place on December 12, 2022 at the site of MIA "Russia Today" as part of Russian Internet Week 2022. The partners of the study area the Union of Journalists of Russia, ANO "New Russian Media" and OMI.
The research, the results of which were discussed during the event, is based on 14 expert interviews with Russian representatives of the media and communications industry who have experience in implementing and/or using AI technologies, and a quantitative online survey of Russian media communicators (n=176).
The study showed that representatives of the industry, in general, are well aware of the possibilities of using artificial intelligence technologies to solve professional tasks, and are optimistic about the prospects for their implementation. According to 91.5% of respondents, for the modern Russian media and communications industry, the development of artificial intelligence is more of an opportunity than a threat. If the diffusion of artificial intelligence is high enough in some industries (for example, retail, banking, telecommunications, etc.), media companies' projects are usually at the planning stage.
Experts consider the technologies of personalization of news feeds (41.5%) and automatic test generation (39%) to be the most promising in the next five years. The main barriers and obstacles associated with the introduction of artificial intelligence in media communication practices, the survey participants associate with a lack of funds (51%) and insufficient qualifications of employees, lack of experience (42%).
A video recording of the event is available at the link.
The full analytical report on the results of the study will be publicly available on the RAEC website.
