Dilemma and coping strategies of news communication based on artificial intelligence and big data

News dissemination is an important way for people to obtain information. With the development of new technologies, traditional news dissemination models have been impacted. It has problems with information filtering and bias, and has certain limitations in news quality, dissemination efficiency, etc., which makes it difficult to effectively meet people's information needs. In order to improve the quality and efficiency of news dissemination, promote the positive impact of news dissemination on society, this article combined artificial intelligence and big data technology to conduct in-depth research on the difficulties and coping strategies of news dissemination. This article first analyzed the characteristics and functions and influencing factors of news dissemination, then provided an overview of the difficulties and coping strategies in news dissemination. Finally, using association rule algorithms, personalized recommendations for news dissemination are achieved. To verify the effectiveness of artificial intelligence and big data in coping with the dilemma of news dissemination, this article conducted experimental analysis from the perspectives of news content quality, dissemination efficiency, objectivity, and dissemination cost. The experimental results show that under the application of news dissemination strategies based on artificial intelligence and big data, the quality of news content and dissemination efficiency have been improved by 4.76 % and 3.63 %, respectively. The conclusion indicates that artificial intelligence and big data can help improve the quality and dissemination efficiency of news content, and meet the diverse needs of the public for information.