Perception dynamics of audience towards AI Anchor in China

Liu Xingyu (), Julia Wirza Mohd Zawawi () and Akmar Hayati Ahmad Ghazali ()

Edelweiss Applied Science and Technology, 2025, vol. 9, issue 1, 759-778

Abstract: Since its creation in 1956, artificial intelligence (AI) has significantly impacted various industries. A key milestone of AI's entry into the broadcasting and audiovisual media sector is the development of AI news anchors. In recent years, AI anchors have seen substantial growth in China. However, research on audience experience with AI anchors remains limited. This study aims to explore which characteristics of AI anchors affect audience experience.Using user experience theory, the study examines sensory, content, functional, and interactive experiences of AI anchors as independent variables, with perceived usefulness and perceived enjoyment as mediators, and audience evaluation as the dependent variable. Data from 765 valid questionnaires were analyzed using structural equation modeling.The results show that sensory, content, functional, and interactive experiences are positively correlated with perceived usefulness and enjoyment. Both perceptions are linked to overall audience experience, though content experience, interaction, enjoyment, and audience evaluation show weaker correlations.These findings offer valuable insights for the development and application of AI anchors and provide a data foundation for future research in this field.

Keywords: AI anchors; Audience experience; Chinese; Questionnaire survey. (search for similar items in EconPapers)
Date: 2025
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