EFFECT OF ARTIFICIAL INTELLIGENCE ON THE MEDIA AND ENTERTAINMENT INDUSTRY PERFORMANCE IN NIGERIA

Abstract

This study investigated the effect of artificial intelligence (AI) on the media and entertainment industry’s performance in Nigeria. Employing a quantitative research design, the study focused on three major media organizations with a combined population of 1,372 employees: Channels Television, Arise News, and AIT. A sample size of 310 respondents was determined using the Taro Yamane formula to ensure statistical representation and feasibility. Data were collected using a structured questionnaire targeting five AI constructs: Interactive (IAIS), Analytic (AAIS), and Functional (FAIS), Visual (VAIS), and Text-based (TAIS) AI systems. The questionnaire used a five-point Likert scale to capture the respondents’ perceptions’ intensity. A stratified sampling technique was used to ensure proportional representation across the selected media organizations. The data were analyzed using SEM via Smart PLS 4, which enabled the study to examine complex relationships between the AI constructs and organizational performance. IAIS, AAIS, FAIS, and VAIS had significant and positive effects on organizational performance, highlighting their importance in enhancing operational efficiency, decision-making, automation, and user engagement. Conversely, TAIS exhibited a weak and statistically insignificant effect, said that AI tools are underperforming or poorly integrated. Based on the results, the study recommends prioritizing investments in visual and functional AI technologies, strengthening the use of analytic tools, and expanding interactive AI applications. The findings underscore the strategic value of AI integration in boosting Nigeria’s media and entertainment sector’s performance while pointing to areas that require improvement.

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