Artificial intelligence plays an important role in the production and dissemination of digital media content, particularly in the development of digital services and the improvement of media content. The main objective of this research is to understand the perspectives of digital media professionals regarding the use of artificial intelligence in their work, as well as to assess the level of knowledge among journalists in the Kurdistan Region concerning AI technologies. The study also aims to determine the extent to which artificial intelligence is used in producing and publishing digital media content, and to identify the most prominent AI tools employed in this field.This is a descriptive study that adopts the survey method, relying on a questionnaire as the primary tool for data collection. The scope of the study includes journalists in the Kurdistan Region of Iraq. A purposive non-random sampling method was used, with the questionnaire distributed electronically via Google Forms. The sample consisted of 318 individuals of both genders (male and female).

Results:
Media institutions showed, to a large extent, a connection with the use of artificial intelligence technologies for producing and disseminating digital media messages. This has significantly contributed to the development of media content and messaging. The use of AI services in digital media across the Kurdistan Region indicates a transitional phase toward digital transformation. However, this transformation requires comprehensive institutional awareness and strategic planning, especially in producing video, text, images, advertisements, audio, language, information, and news.The study’s findings also confirmed that the use of artificial intelligence technologies has played a significant role in the production of digital media content. Media professionals view it as a contemporary necessity for the advancement and progress of Kurdish media, particularly digital media.