The Use of Artificial Intelligence Techniques in Digital Content Production and Arab Influencers’ Attitudes Toward Them: A Study Through the Lens of Technological Determinism Theory
Keywords:
Influencer Trends, Artificial Intelligence Technologies, Digital Content, Technological Determinism TheoryAbstract
This study seeks to identify trends among Arab influencers in the use of artificial intelligence techniques for producing digital content, using a descriptive survey approach. The study population comprised active Arab influencers across social media platforms. Given the difficulty of enumerating the population, a non-probability snowball sample of 87 individuals was used. The study relied on electronic questionnaires as the primary data collection tool. The results showed that most influencers have a good awareness of AI tools such as ChatGPT and Midjourney, with 64.3% recognising the potential of these technologies to transform content production in the future. The most prominent motives for use were accelerating production (56.3%) and improving content quality (52.8%), while the creative motive was less prominent, and interaction with the audience was no longer a priority. The study recommends further research into the impact of artificial intelligence on originality and creativity, expanding comparisons between influencer categories, and examining audience trends towards this type of content.
References
Adler, P. S. (2006). Technological Determinism. draft entry for The International Encyclopedia of Organization Studies, p. 1.
Hauer, T. (2017). Technological determinism and new media. International Journal of English, Literature and Social Science (IJELS).
JAN, A., SHAKIRULLAH, S., NAZ, S., KHAN, O., & KHAN, A. (2020). MARSHAL MCLUHAN’S TECHNOLOGICAL DETERMINISM THEORY IN THE ARENA OF SOCIAL MEDIA. Theoretical and Practical Research in Economic Fields, pp. . 133-137.
Abbas, M. (2023). Employing artificial intelligence technologies in the television content industry. Al-Mustansiriya Arts Journal.
Abdel-Maqsoud, H. (2023). Egyptian journalists’ attitudes towards employing the Chat GPT robot in producing journalistic content “a field study”. Scientific Journal of the Faculty of Specific Education, 1741-1792.
Abdel-Mardi, M. (2023). The trends of specialized journalists towards the importance of employing artificial intelligence technologies in producing specialized content and its relationship to developing their professional performance level.”. Scientific Journal of Journalism Research(25), 1-66. doi:10.21608/sjsj.2023.327488
Ben Nawai, F., & Bay, O. (2024). Digital influencers on social media and hate speech. aqlam, 3(2), 92.
Ibrahim, A. (2024). Trends in the media industry regarding the use of artificial intelligence applications in media content production. Journal of Media Research, 685-738. doi: 10.21608/jsb.2024.302653.1772
Mahmoud, A. M. (2020). The use of artificial intelligence applications in media content production and its relationship to credibility with the Egyptian public. Journal of Media Research, 2797-2860.
Mohamed, A. F. (2024). The use of automated journalism and its impact on the development of news content in Egyptian newspapers. Scientific Journal of Media and Communication Technology Research, 418-461. doi: 10.21608/mktc.2024.268371.1023
Reda, W. M., El-Naggar, W. A.-F., & Abdel-Moaty, G. S. (2024). The use of artificial intelligence techniques in producing sports content on specialized news websites and its relationship to media students' understanding of it.
Sabri, M. S., & Hamza, A. N. (2024). Journalists' perceptions of the professional and ethical standards governing the use of artificial intelligence technologies in producing journalistic content on news websites and its relationship to their levels of creativity. Scientific Journal of Journalism Research, 103-200.
Zaghib, S. Z. (2023). Research methods and statistical applications in media studies. Cairo: aldaar almisriat allubnania.
Amer & Atbiqa, (2025). The future of the Arab media industry in utilizing artificial intelligence Technologies:A foresight study (2024 to 2034) Middle East Journal of Communication Studies: Vol. 5: Iss. 1, Article 7. Retrieved from. https://mej.meu.edu.jo/en?p=1581
Atbiqa, Eldeib, & Alshibani. (2025). Exploring the Role of Robotics in News Production and Dissemination within Arab Media Institutions: An Empirical Study. Journal of Information Systems Engineering and Management. Vol. 10 No. 4 .pp2021-2039. Retrieved from https://jisemjournal.com/index.php/journal/article/view/11829.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Abdullah Atbiqa (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
All articles published in this journal are licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) license.
Authors retain copyright of their work while granting the journal the right of first publication. This license allows anyone to copy, distribute, transmit, adapt, and build upon the work, including for commercial purposes, provided that appropriate credit is given to the original author(s) and the journal, a link to the license is provided, and any changes made are indicated.
The full terms of the license are available at: https://creativecommons.org/licenses/by/4.0/
