Editor’s Note

The design of AI as a technology was to mimic aspects of human intelligence such as learning, problem-solving and decision-making. Generative AI has transformed; it learns from copious amounts of information and uses the knowledge to create the content. With the help of deep learning Gen-AI recognises patterns in data and then makes educated guesses.

Media industry is impacted by AI in various sphere from content creation, production and post-production, distribution and personalization, marketing & promotion and journalism.AI has helped the media to increase efficiency and enhance audience engagement. The challenges associated with AI is the impact on human work, misinformation and bias, data privacy, and creative control. “AI systems are creative rocket fuel…. whilst they are not yet replacing human artists they soon might be both alternative creators or (more likely) integrated collaborators.” (Connock;2023)

This issue is an attempt to examine and analyse the role of AI in media. The first paper in this issue deals with cases that revolutionised journalism. The second paper examines the user experience with AI-driven recommendations on OTT platforms. The third paper analyses the Bol Behen WhatsApp chatbot designed for adolescent health with the aid of AI. The fourth paper throws light on Ai generated advertisement in India with focus on the perception of quality of advertisement and ethical considerations. The fifth paper explores University students’ perception and experience of AI chatbots for Academic The sixth paper looks at the use of AI for film production. The seventh paper analyses AI in journalism with focus on automation, ethics, and personalisation in new media.

Dr. Manjushree G Naik has contributed to putting this issue together. I would like to acknowledge and thank all the reviewers for the meticulous review. I thank all the researchers who responded to our call for papers on this issue. The acceptance rate for this issue is 15 percent. Awaiting your valuable feedback.

Dr. Padma Rani
Professor
Manipal Institute of Communication
Co-ordinator, Media Research Centre