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Publication Detailed Description
Artificial intelligence versus human news anchors: Trust in the age of AI
Journal Title
Journal of Marketing Communications
Year (definitive publication)
N/A
Language
English
Country
United Kingdom
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Abstract
The increasing use of artificial intelligence (AI) has raised questions about the technology and its potential applications. Among the possibilities, personalised news technology emerges as an alternative to traditional media. This study investigates the levels of trust people demonstrate in AI-generated news anchors compared to human presenters. A total of 306 respondents participated in an online experiment. Of these, 152 were randomly assigned to view an AI-generated news anchor accompanied by a description of the personalised news technology, while the remaining 154 watched the same video presented by a human presenter, with no mention of personalisation. A PLS-SEM analysis was employed to test the hypotheses of this research. The results reveal similar levels of trust between viewers of the AI-generated news anchor and those of the human presenter. The main conclusion of this investigation is that AI-generated content can be potentially trustworthy for users.
Acknowledgements
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Keywords
Artificial intelligence,Digital news anchor,AI-generated content,Trust,Video News
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
- Media and Communications - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
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