Faculty of Mass Communication at Cairo University organized a panel discussion within the activities of the fifth session, under the title "Artificial Intelligence and its Applications in the Field of Media Content Industry", as part of the activities of the first day of the twenty-eighth international scientific conference of the Faculty of Mass Communication, which is held under the auspices of Dr. Mohamed Othman. Elkhosht, President of Cairo University, and Dr. Hanan Junaid, Dean of the Faculty of Mass Communication and President of the Conference, and under the supervision of Dr. Wissam Nasr, Secretary General of the Conference, and the Vice Dean for Graduate Studies and Research.
The session was chaired by Prof. Dr. Najwa Kamel, Prof. Dr. Mohamed Atran (commentator), and in the presence of Dr. Mosaad Saleh, rapporteur of the session.

At the outset of the session, Dr. Najwa Kamel, Professor of the Department of Journalism, gave a welcoming speech to the guests of the session, including researchers and participating professors, and noted that the research that the session touched upon tried to delve into many research problems, including those related to examining the trends of the media and academic elite towards employing artificial intelligence applications in journalistic work, As well as the Egyptian youth’s uses of artificial intelligence applications in processing images on social media and the satisfactions achieved from them, and the effectiveness of marketing efforts for chatbots supported by artificial intelligence in building brand value and customer response, and how to employ artificial intelligence tools in planning communication marketing operations, noting the uniqueness of this session It deals with research topics for researchers from participating universities: Suez, Al-Azhar, Menoufia, and Beni Suef.

The researchers` presentations began with research presented by researcher Iman Zahra on how artificial intelligence can be introduced within the marketing communication system in Egypt. The results highlighted, on a practical level, the uses created by robotics and the shift to algorithm science in the field of enhancing marketing communication. Noting that artificial intelligence sometimes defies human nature, which is what she revealed and warned about, the results that the researcher talked about in her research paper.
The researcher, Dr. Samar Ali, a lecturer at the Department of Journalism at the Faculty of Information and Communication Technology, Suez, touched on her research paper, which was titled Media and Academic Loot Trends towards Employing Artificial Intelligence Applications in Journalistic Work. The results of the research paper indicated that the academic elite is responsible for qualifying and employing cadres and the media elite.

Adding that the results concluded that the results of employing artificial intelligence applications in journalistic work in numbers were that 71% of journalists considered that the use of artificial intelligence is very important in drafting journalistic stories automatically, assigning content to individuals according to their desires and allocating chats to individuals. And that 91% of the field questionnaire sample supported the existence of positive employment of artificial intelligence and welcomed its employment, and that 28% agreed that Egyptian institutions provide the necessary capabilities to employ artificial intelligence.

In turn, researcher Shahanda Atef, a journalism teacher at the Faculty of Mass Communication, Beni Suef University, presented the results of her study on young people`s uses of artificial intelligence applications in image processing on social networking sites, and the gratifications achieved through a comparative field study.
The results showed the association of the use of image editing applications with artificial intelligence technology, ending with several recommendations, including the necessity of conducting future research on the use of artificial intelligence applications in creating images as an alternative to the designer.
On the effectiveness of marketing efforts for chatbots supported by artificial intelligence, the session discussed the research paper submitted by researcher Noha Anwar Suleiman, a lecturer at the Faculty of Journalism, Faculty of Mass Communication, Menoufia University, who presented her research paper on "The Effectiveness of Marketing Efforts for Chatbots Supported by Artificial Intelligence in Building Brand Value and Customer Response" The results of the study showed that the robot achieved a great deal of information quality. There are strong positive attitudes among the envoys towards the quality of the communication process managed by the smart robot.
Prof. Muhammad Atran, Professor of Public Relations and Advertising, commented on the research presented in the session, praising some of the new topics presented, especially those that serve development issues and promote the state`s development policies, and topics related to the use of artificial intelligence in various fields, Recommending the necessity of adhering to sound methodological rules and taking into account the presentation of the results in an accurate and simplified scientific manner at the same time.

In turn, Dr. Massad Salih, a lecturer at the Faculty of Mass Comm., Cairo University (session rapporteur) commented on the presented research, indicating his admiration for the researchers` diligence and their application of scientific research goals in terms of novelty and objectivity in the presentation, explaining the need to lay scientific foundations for the uses of artificial intelligence in education, daily practices and all areas of life; Because it has become a major part of the near future.

At the end of the session, Prof. Nagwa Kamel, Professor of Journalism at the Faculty of Mass Communication, honored the researchers and participants in managing the session and handed them certificates and shields for their distinguished efforts in presenting their topics.