The Impact of Artificial Intelligence on User Engagement and Content Delivery in Digital Media

Published date: Jul 15 2025

Journal Title: KnE Social Sciences

Issue title: The International Conference on Da'wah & Communication 2024 (ICDComm 2024)

Pages: 620 - 635

DOI: 10.18502/kss.v10i14.19126

Dewi NadilaRaden Intan State Islamic University of Lampung

Mezan El-Khaeri Kesumamezan@radenintan.ac.idRaden Intan State Islamic University of Lampung

Mala PratiiwiRaden Intan State Islamic University of Lampung

Yurika WitazoraRaden Intan State Islamic University of Lampung

Khairun Nita AuliaRaden Intan State Islamic University of Lampung

The advent of artificial intelligence (AI) is transforming the landscape of digital media platforms, offering unprecedented opportunities for enhancing user engagement and optimizing content delivery. This research aims to explore the transformative potential of AI in enhancing digital media platforms by creating more personalized and engaging content experiences for users. The research methodology is based on a comprehensive literature review, encompassing research aims and boundaries, search approaches, surveys, and the impact on the research framework. The article examines case studies of leading platforms that have successfully implemented AI solutions, highlighting the benefits and challenges encountered. The findings highlight the significant potential of AI to streamline operations, personalize user interactions, and foster a dynamic, interactive media ecosystem. The conclusion emphasizes the importance of balancing innovation with ethical responsibility as digital media platforms evolve with AI. By incorporating AI into content creation and delivery, organizations can enhance user experiences, making them more personalized, engaging, and efficient.

Keywords: artificial intelligence (AI), communications, digital media

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