Influence of Artificial Intelligence on Broadcast Efficiency of Selected Radio Stations in Akwa Ibom State

Abstract

Abstract

This study examined the influence of Artificial Intelligence (AI) on broadcast efficiency in select radio stations in Akwa Ibom State, focusing on AKBC, Atlantic FM, and Comfort FM. The rapid advancement of digital technologies has transformed media operations globally, making AI an important tool for improving broadcasting processes. However, the extent of AI adoption and utilisation in radio broadcasting in Nigeria remains uncertain. The study specifically investigated the level of AI adoption in the selected stations and the impact of content automation, audience analytics, and AI-driven interactions on broadcast efficiency as well as the challenges associated with AI adoption. The study adopted a survey research design. The population consisted of 210 staff members drawn from six directorates in the three radio stations, including marketing, administration, programmes, news and current affairs, planning, research and statistics, and technical departments. Data were collected using a structured questionnaire. Simple percentages and weighted mean scores were used for data analysis, while the Pearson Product Moment Correlation was employed to test the hypotheses and determine the relationship between AI variables and broadcast efficiency. Findings revealed that the level of AI adoption in the selected radio stations was low. The study also identified inadequate funding, poor technological infrastructure, lack of technical expertise, and resistance to technological change as major challenges hindering AI adoption. The study concluded that AI has the potential to improve broadcast efficiency significantly if properly integrated into broadcasting operations. Therefore, the study recommended increased investment in modern technologies, staff training, and improved technological infrastructure.