Ethically Leveraging Artificial Intelligence Technologies for the Media Industry's Transformation

This master's thesis is part of the Hyper Island Digital Management Masters program, and it studies the ethical, operational, and financial consequences of integrating artificial intelligence (AI) in a rapidly changing media landscape, focusing on developing and testing an inclusive smart AI platform known as "iSai." The Double Diamond research approach thoroughly investigated AI's position in media, its ethical implications, and the potential of merging blockchain and AI to transform content monetisation and distribution.
The research began with a thorough secondary analysis, drawing insights from Alan Turing's publication of "Computing Machinery and Intelligence," Stuart Russell and Peter Norvig's textbook on the technology, and research by major companies such as IBM, Google, and OpenAi, which have been leaders in this field. Deloitte and the Australian Competition and Consumer Commission conducted industry reports on the impact and evolution of Australians' media consumption, and evaluations of case studies such as the Hollywood artists' strike and other AI and media trials aided in the development of a clear problem statement in response to AI's socio-ethical and economic implications.
The primary research focused on Interviews with industry leaders, such as the Chief Technology Officer of the Australian Radio Network, producing the key ethical argument that prompted this research effort. Finally, systematic surveys aimed at a bigger audience were developed within Australia's media sector, and the acquired data was assessed using affinity mapping to uncover trends, problems, and possibilities.
The research developed "iSai," a user-centred platform combining AI-powered content improvements with blockchain-powered royalty distribution. iSai uses smart contracts to distribute royalties transparently, efficiently, and equitably, echoing the ethos of Web 3.0's decentralised model.
The main hypothesis was confirmed by analysing the iSai platform, indicating that a transparent and ethically founded trust system combined with AI promotion can aid media business transformation. However, concerns such as AI-generated content quality and perception required further investigation.
Finally, it was concluded that by merging AI and blockchain, the media sector has the potential to undergo a paradigm shift; however, gradual advances, stakeholder participation, and ethical issues must all be highlighted. The findings and recommendations in the paper will serve as a roadmap for stakeholders, researchers, and developers interested in using the synergistic potential of AI and blockchain in media.
Keywords: Artificial Intelligence, Blockchain, Non Fungible Token, Ethics, Business Transformation.