Abstract:

In the current digital age, artificial intelligence is recognized as a transformative tool in the field of communication and media research. This article aims to identify the challenges and opportunities of using artificial intelligence in conducting communication and media research. With the increasing growth of data and information in the digital world, researchers require new tools and methods to analyze and interpret these data. Artificial intelligence, as an advanced technology, provides the opportunity for researchers to gain a deeper understanding of communication and media trends by utilizing machine learning algorithms and big data analysis.

The main question of this article is how artificial intelligence can be utilized to improve the quality and efficiency of communication research, and what challenges exist in this regard? To answer this question, a documentary research method and analysis of scientific documents have been employed. This method enables researchers to gain a deeper understanding of the impacts of artificial intelligence on communication research by examining credible articles, books, and reports.

The results of this research indicate that artificial intelligence can assist in optimizing research processes, data analysis, and content personalization. For example, AI-based tools can analyze user behavior and identify new trends in media consumption. Furthermore, this technology allows researchers to achieve more accurate results by processing large volumes of data, ultimately enhancing the quality of their research.

However, there are also challenges in this area. Ethical concerns related to privacy and data security, information distortion, and the potential for incorrect data interpretation are some of the major challenges researchers must confront. Additionally, the need for new skills among researchers is another challenge, as working with modern technologies requires specific knowledge and training.

These findings can help researchers and media professionals adopt more effective approaches in their research by better understanding the opportunities and challenges of artificial intelligence. Consequently, this article seeks to provide a framework for the effective utilization of artificial intelligence in communication and media research, which can contribute to the development of this field.