INFLUENCE OF ARTIFICIAL INTELLIGENCE-GENERATED CONTENTS ON THE CREDIBILITY OF INDEPENDENT TELEVISION AND EDO BROADCASTING SERVICE BY

This study investigated the adoption and impact of artificial intelligence (AI) in the Nigerian broadcast media landscape, with a focus on Edo Broadcasting Station (EBS) and Independent Television (ITV) stations in Benin City. The objectives of the study were to assess the extent of AI-generated content usage, examine the perceived impact of AI on media credibility, and identify the factors influencing AI adoption in these stations. The study is grounded in the Source Credibility Theory and the Artificial Intelligence Adoption Model and employs survey as research design while utilising questionnaire to collect data from media practitioners in EBS and ITV stations. Therefore, a questionnaire was used as the primary instrument for data collection. The findings of the study reveal a moderate level of AI-generated content usage in EBS and ITV stations, with concerns about credibility and ethical implications. The study concludes that AI adoption can enhance media operations, but it requires careful consideration of ethical and transparency issues. Based on the findings, the study recommends that media organisations develop guidelines for AI usage, invest in training for media practitioners, and prioritise transparency and accountability in AI-generated content. These recommendations aim to promote the responsible and effective use of AI in the Nigerian broadcast media sector.