This study aims to examine opinions and attitudes toward the use of artificial intelligence (AI) in improving digital media quality from the point of media department staff at the Iraqi University. It examines the level of acceptance of AIs among these staff and the way in which they use them in their professional media working routines. This study is situated within the paradigm of descriptive studies and applies a survey-based approach involving the use of a questionnaire that is specifically designed to be distributed to media department personnel. The research is conducted to provide an answer to the following questions, what is artificial intelligence, and what are its main definitions, and significance. The results showed a high level of consensus that universities must use AI to improve the quality of digital media outputs. It was stressed by participants the importance of guaranteeing the availability of resources, both material and human, to support the integration of AI technologies, to encourage media innovation. In addition, almost all respondents showed an extremely positive willingness to apply AI tools, suggesting that they are up to date with the latest global technological trends. The researchers also suggest offering specific transversal training courses and workshops with professional experts to increase employee skills in using AI systems. The results also suggest the necessity of recruiting university AI specialists in their media departments to provide direction and consultation regarding strategies for developing AI-based digital media in academia.