User engagement and satisfaction in the age of AI

: a study of integration in german media companies: the case of ProsiebenSat.1

Abstract

This study explores the impact of Artificial Intelligence (AI) integration on user engagement and satisfaction within a large media company, specifically ProSiebenSat.1 Through a mixed-method approach, the research incorporates both qualitative interviews with six industry experts and a quantitative survey with users of AI. The study provides comprehensive insights into how AI-driven technologies are reshaping media consumption. The master's thesis begins with a description of the internship at ProSiebenSat.1 through a descriptive recollection. The literature review emphasises the fundamentals of artificial intelligence, explaining its definition, background, and instances for this study. Additionally, concentrating on the study issue while highlighting AI's role in media and social media. This research includes a chapter on ethics, as well as the significant and important role in the research. The ProSiebenSat.1 tools that are used to help interpret the interviewees' statements come next. The Master's Thesis is concluded with the methodology and conclusion. The key findings indicate that there is a high level of awareness and usage of AI among users, satisfaction with AI-driven personalisation remains varied and not consistent, highlighting a need for improvement. The study also uncovers significant concern regarding data privacy and ethical AI use, emphasizing the importance of transparency and accountability in maintaining user trust. The findings suggest that AI’s potential to enhance operational efficiency and personalise user experience is evident, but challenges remain in fully realising this potential. The research makes several recommendations, including improving AI personalisation features, resolving privacy issues, raising user awareness of AI, and investigating potential future integrations with cutting-edge technologies like virtual reality (VR) and augmented reality (AR). Future research should also concentrate on cross-industry comparisons, longitudinal studies of AI's effects, and in-depth analyses of AI ethics and bias mitigation. The future for AI remains exciting, with further growth and integration in various areas and industries. However, the use of the technology must continue to be monitored to keep ethical and socio-economic issues under control. Addressing these challenges is important as media companies must continue to work with AI to capitalize on engagement and satisfaction. This changes how audiences interact with content.

Date of Award	10 Dec 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Eduardo Cintra Torres (Supervisor)