Towards the integration of artificial intelligence in Jordanian journalism practices from the UTAUT model perspective

The study examined the factors enhancing the behavioural intention to adopt AI in journalism in Jordan, an understudied area. Two hundred and seven journalists working in various media outlets in Jordan participated. Four variables were used to investigate their behavioural intention to use AI in journalism; these were performance expectancy, effort expectancy, social influence, and facilitating conditions. The study’s hypotheses were examined using the PLS (SEM) algorithm and bootstrapping. The results supported the hypothesised direct effects of the four variables on the behavioural intention to use AI in Jordanian journalism. The results revealed that facilitating conditions were the model’s most crucial variable, followed by effort expectancy and performance expectancy. However, social influence was insignificant in journalists’ intention to adopt AI tools. Besides identifying constraints to using AI tools in Jordanian media, the study also identified opportunities for using artificial intelligence in these outlets.