Artificial Intelligence: a New Age for Audiovisual Communication in Morocco L'intelligence artificielle : un nouvel âge pour la communication audiovisuelle au Maroc

The audiovisual communications sector is experiencing a major transformation with the introduction of artificial intelligence (AI). This evolution profoundly influences the creation, production, and distribution of content. AI technologies improve work efficiency and quality by automating repetitive tasks, allowing professionals to focus on more creative and strategic aspects. For example, AI can analyze vast amounts of data to identify trends and viewer preferences, facilitating content personalization and optimization. However, this integration of AI also poses significant ethical challenges. The use of AI to generate content may raise questions about intellectual property, transparency and the veracity of the information disseminated. Additionally, professionals’ trust in these technologies is crucial for their successful adoption. This trust is based not only on the reliability of AI tools but also on a clear understanding of how they work and their limits. This study delves into these aspects, analyzing how AI can both optimize the audiovisual production process and pose ethical dilemmas. It also explores ways to strengthen professionals' confidence in these technologies, in order to ensure a smooth and beneficial adoption of AI in the audiovisual communications sector. Keywords:      Audiovisual communication; Artificial intelligence (AI); Content creation; Digital transformation;  Technological regulation.