04395nam a22002537a 450000100060000000300060000600500170001200800410002904000100007008200220008010000250010224502210012726000510034850200270039952035100042665000260393665000290396265000160399165000300400765000330403770000230407070000240409370000240411716812OCLRC20260731013045.0260317t        xxu||||| |||| 00| 0 eng d  aOCLRC  aT 302.2 2024 0048  aGines, Rafael Ted E.  aKnowledge engeneering:bperception of Olivarez College students on the utilization of artificial intelligence in digital broadcasting/cRafael Ted E. Gines, Arnelyn P. Laylay, Ma. Jayveline Cao, & Recy May Fortunado.  aParañaque City:bOlivarez College,c2024.  aUndergraduate thesis.   aThis study examines the perception of Olivarez College students on the utilization of artificial intelligence in digital broadcasting was about the prior information of the students towards the gradual adaptation of artificial intelligence in the field of broadcasting. The study sought to gather response from the following query: the effects of the utilization of Artificial Intelligence in transforming digital broadcasting as perceived by OC College students in terms of Future Employment, pre-production, and post-production process of digital broadcasting. The perception of OC Students on Artificial Intelligence{92}s contribution to the advancement of digital broadcasting; the integration of Artificial Intelligence influences transformative changes in the employability of future graduates; OC College students view to the adaptation of AI presenters in Digital broadcasting and the effects of adapting AI in the broadcasting profession as perceived by OC College students as viewer. The guide questions were formulated on account of GMAI AI reporters, namely Marco and Maya in their sports news. Varies of opinion, reaction and perception through social media speculate that it would be the subsequent of the digital broadcasting. As a result, the research aimed to know the level of understanding and readiness of the OC College student towards the utilization of AI to digital broadcasting. There were only three hundred sixty (360) respondents required of the study based on the computation of sample population of Slovin{92}s Formula. The result processed through mixed method, there were three hundred fifty (350) respondents participated for the survey while there were only ten )10) for the interview, specifically, one representative for each course. Based on the data gathered the respondents perceived that AI presents promising opportunities to enhance efficiency and accuracy in digital broadcasting, there are few concerns about its potential impact on job opportunities for newcomers in the industry. The OC college students also agreed on balancing the benefits of AI with the need to ensure employment opportunities to the graduates, that will be crucial for the future of digital broadcasting. This study also presented the acknowledgement of students{92} perception in AI{92}s potential to streamline pre-production processes is tempered by concerns about reliance on AI for equipment preparation. Students also perceived that AI is recognized for its potential to improve efficiency in post-production processes, there are reservations about its relevance and the importance of maintaining human creativity. Although, students perceived that AI as both a valuable tool for content creation and a potential source of bias and inaccuracy. The perception of students was also focused on addressing ethical considerations and ensuring transparency in AI development that will be essential for maximizing its contributions to the advancement of digital broadcasting.     Thus, this study recommends AI-related topics into the curriculum to familiarize students with its principles, applications, and ethical considerations and provide opportunities for students to gain practical experience with AI tools and platforms through projects, internships, and collaborations from digital broadcasting to different industry partners. And keep abreast of developments in AI technology and its applications in digital broadcasting through relevant courses, workshops, and online resources.  aDigital broadcasting.  aArtificial intelligence.  aPerception.  aTraditional Broadcasting.  aCommunication Practitioners.  aLaylay, Arnelyn P.  aCao, Ma. Jayveline   aFortunado, Recy May