Artificial intelligence in the newsroom: How Middle Eastern satellite channels are reshaping the media landscape and what it means for public relations
- 1 hour ago
- 4 min read
By: Basheer Hasan Ahmad Al-Tarouty
Senior PR and Communications leader in Saudi Arabia and PhD Candidate
The media sector is undergoing one of its most significant transformations since the rise of digital platforms. Artificial intelligence (AI) is no longer experimental. It is now embedded in newsroom operations, shaping how news is produced, distributed, and consumed.
My doctoral research at Ahlia University (Kingdom of Bahrain), which is currently under publication, investigates how two leading regional broadcasters, Al Jazeera and Al Arabiya are integrating AI into their digital ecosystems. The findings extend beyond technological adoption, indicating a structural transformation in news production processes, audience engagement, and the formation of trust. For public relations (PR) practitioners, these changes are not merely theoretical; they have direct implications for media engagement strategies, narrative construction, and reputation management.
AI in news production
AI technologies in journalism now support tasks such as data analysis, automated editing, audience segmentation, and content generation. Tools powered by machine learning and natural language processing enable newsrooms to deliver faster, more personalised, and visually rich content.
Across both case studies, AI is enhancing three key areas:
Efficiency and speed: News production cycles are significantly shorter, with real-time updates and automated workflows.
Content quality: AI supports accuracy, data depth, and innovative storytelling formats.
Audience engagement: Personalised feeds and interactive content increase time spent and user interaction.
However, these benefits come with important considerations. Media professionals highlighted concerns around algorithmic bias, over-automation, and maintaining editorial oversight. Consistent with prior research (Toff & Simon, 2023; Arguedas, 2024; Khattab, 2024; Fezzi, 2024; Za’anouf, 2023), evidence suggests that audiences exhibit higher levels of trust in content generated through human–AI collaboration compared to fully automated outputs.
Image from the study by Dr Amy Ross Arguedas, 'Public attitudes towards the use of AI in journalism'. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/public-attitudes-towards-use-ai-and-journalism
Direct impact on PR practice
These developments are already reshaping PR in practical ways.
Smarter, faster pitching: AI-driven newsrooms identify trends and select stories in real time. Traditional, generic press releases are easily filtered out. Successful PR practitioners now deliver highly targeted, data-informed pitches that align with emerging narratives and editorial priorities.
Redefined content expectations: Engagement is no longer measured by reach alone. Metrics such as interaction depth, dwell time, and shareability are increasingly important. This requires PR content to be more visual, modular, and adaptable to algorithm-driven distribution.
Shared responsibility for credibility: As AI introduces new risks around misinformation and bias, transparency becomes critical. PR professionals must ensure that all materials are verifiable, clearly sourced, and ethically produced. Undisclosed AI-generated content can quickly damage trust.
Shift to digital-first media strategies: Audiences are moving toward personalised, interactive digital platforms. This reinforces the relevance of media substitution theory, where digital channels increasingly replace traditional broadcast formats. PR strategies must prioritise online visibility and amplification rather than relying solely on on-air exposure.
Opportunities for PR practitioners
For those who adapt, AI offers clear advantages:
Operational efficiency: AI tools can streamline media monitoring, sentiment analysis, and initial content drafting.
Precision targeting: Advanced analytics enable deeper understanding of stakeholder preferences.
Creative potential: Human–AI collaboration can enhance storytelling through data insights and innovative formats.
Stronger media relationships: Understanding how AI shapes newsroom workflows help PR professionals provide more relevant, usable content.
Challenges and the human edge
Despite its benefits, AI cannot replace human judgement, ethical reasoning, or relationship-building. Over-reliance on automation risks reducing authenticity and weakening trust.
Media leaders expressed a balanced perspective, recognising AI’s value while emphasising the need for human oversight. This mirrors the challenge facing PR practitioners. The most effective professionals will be those who use AI to enhance, rather than replace, human expertise.
Practical recommendations
To remain effective in this evolving environment, PR practitioners should:
Develop AI literacy: Understand how AI tools are used in journalism and how they influence content selection.
Maintain transparency: Clearly disclose the use of AI in content creation where applicable.
Adopt a hybrid approach: Combine technological efficiency with human insight and cultural awareness.
Engage with ethical frameworks: Align with recognised AI governance principles at national and international levels.
Monitor regional innovation: Middle Eastern media organisations are often early adopters, offering valuable insights into emerging global practices.
Looking ahead
AI is becoming a foundational element of modern journalism. Organisations that integrate it effectively are strengthening both audience engagement and operational efficiency, while those that neglect ethical considerations risk losing credibility.
For PR, this transformation presents a clear opportunity. By understanding how AI is reshaping the media landscape, practitioners can refine their strategies, enhance relevance, and strengthen trust.
The core principles of communication remain unchanged: accuracy, transparency, and human connection. The challenge is to ensure that technology reinforces these values rather than undermines them.
About the author:
Basheer Hasan Al-Tarouty is a Senior PR and Communications leader in Saudi Arabia. As Chief Editor of an electronic news agency, he drives strategic branding, stakeholder engagement, CSR, sustainability, and digital transformation. He served as Responsible Competitiveness Ambassador for the King Khalid Sustainability Award and was named Best Project Manager in the Best Saudi Company Award. Passionate about community impact, Basheer founded multiple charities and cultural festivals across the Kingdom and serves on several NGO boards. He holds a BA in Business Administration (Management Information Systems), a Master’s in
Media (Strategic Communication) with distinction and is currently a PhD candidate studying AI technologies shaping the media landscape.
References
Arguedas, A. M. (2024). Public attitudes towards the use of AI in journalism. Digital News Report 2024. Reuters Institute for the Study of Journalism. Retrieved from https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024/public-attitudes-towards-use-ai-and-journalism
Fezzi, H. (2024). The Impact of Technological Transformations in the Digital Media Environment on Journalism and Journalists’ Role Perceptions. Journal of the Faculty of Arts, Sohag University, Egypt, 72(2024), 610.
Khattab, Eman. (2024). Using Augmented Reality Technologies in Content Presented on News Websites and Channels and Their Impact on Content Development. Journal of Media Research and Studies, International High Institute for Media, El Shorouk, Egypt, 29(2024), 526.
Toff, B., & Simon, F. M. (2023). Or they could just not use it?": The paradox of AI disclosure for audience trust in news. Pre-print, not peer-reviewed. Hubbard School of Journalism & Mass Communication, University of Minnesota, & Oxford Internet Institute, University of Oxford, 1(2023), 2–15.
Za’anouf, A. (2023). The Future of Media in the Age of Robot Journalism. Al-Risalah Journal for Human Studies and Research, University of Algiers, 8(2023), 958.
