The Integration of AI in Media Monitoring : Balancing Efficiency and Ethical Considerations
Kaataja, Riku (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024122338107
https://urn.fi/URN:NBN:fi:amk-2024122338107
Tiivistelmä
This thesis explores the integration of artificial intelligence (AI) features into SaaS media moni-toring tools, focusing on their role in enhancing communication workflows and addressing ethical challenges. With organizations increasingly adopting AI to automate repetitive tasks such as sentiment analysis and trend detection, these tools have become vital for improving decision-making and optimizing communication strategies. However, their adoption is accompanied by concerns such as algorithmic bias, data privacy, and the potential over-reliance on automation, which necessitate a balance between efficiency and ethical responsibility.
The research, conducted in collaboration with Liana Technologies, employs a mixed-method approach, combining quantitative survey analysis with qualitative interviews of communication professionals. The findings highlight how AI tools streamline workflows and provide real-time insights but also reveal limitations, including contextual misunderstandings and language chal-lenges. Ethical considerations, particularly the need for human oversight and robust training, emerge as critical for responsible AI adoption.
This study concludes by offering actionable recommendations for organizations integrating AI features into media monitoring tools. It contributes to the growing discourse on AI's role in communication, providing practical insights for navigating its opportunities and challenges.
The research, conducted in collaboration with Liana Technologies, employs a mixed-method approach, combining quantitative survey analysis with qualitative interviews of communication professionals. The findings highlight how AI tools streamline workflows and provide real-time insights but also reveal limitations, including contextual misunderstandings and language chal-lenges. Ethical considerations, particularly the need for human oversight and robust training, emerge as critical for responsible AI adoption.
This study concludes by offering actionable recommendations for organizations integrating AI features into media monitoring tools. It contributes to the growing discourse on AI's role in communication, providing practical insights for navigating its opportunities and challenges.