The Prevalence & Impact of Artificial Intelligence Applications in Digital Media: A Systematic Methodical Investigation
Authors:   Public Relations & Marketing Department, Technical College of Administration, Sulaimani Polytechnic University, Sulaymaniyah, Kurdistan Region of Iraq, Faeq Kakbra Jamal 
Published: October 2024

Artificial intelligence (AI) has very soon changed numerous aspects, and the world of digital media is no exception. With its ability to replicate human-like intelligence and learning capabilities, AI has opened up new possibilities for enhancing various aspects of digital media creation, distribution, and consumption. From personalized content recommendations to advanced image and video editing techniques, AI applications are revolutionizing how human beings interact with digital media. This study searches for a comprehensive and systematic literature review to explore the impact of AI in the digital media world. The objective is to offer a detailed examination of how AI is being integrated into various aspects of digital media areas. This has been achieved in this study through an analysis of existing research, news and reports updates, and scholarly works. The problem statement is that there exists a lack of inclusive research examining the complex implications and applications of AI integration. The current studies more focus on specific sub-fields or isolated examples of AI adoption, resulting in a disjointed knowledge base. A complete understanding of the larger impact of AI in digital media has been described for decision-making, policy development, and strategies. The methodology used in this study is to examine the existing literature on digital media. The population is several bibliographical resources and the samples are 104 news research reports, journal papers, scholarly articles, and other sources that have been systematically reviewed and studied in this research during Jan-March 2024. The study is qualitative research and several techniques have been applied to the secondary data which are: Literary Search technique, inclusion and exclusion technique, and selection and extraction technique as the data mainly relies on secondary data. The results of this study show how AI has changed the media industry by enabling automated data analysis and enhancing content creation and curation. Furthermore, AI-powered image recognition technologies have greatly influenced visual media production. Through deep learning algorithms, computers can now accurately identify objects within images or videos. The results highlight the need for moral guidelines, skill-updating techniques, and ethical AI practices. As AI advances, we can expect even more innovative applications that will shape the future of digital media. Furthermore, the study will identify any existing research gaps and propose recommendations for future research, policy, and practical applications. While efficiency, customization, and creativity are advantages of AI, privacy issues, job displacement, and algorithmic bias require careful study. Scholars, professionals, and policymakers must hold the implications of AI's influence as it becomes increasingly universal across various societal domains.