What Do You Think of AI? Research on the Influence of AI News Anchor Image on Watching Intention

Since the concept of artificial intelligence was introduced in 1956, AI technology has been gradually applied in various fields, including journalism. This paper focuses on research related to AI news anchors, and two correlated experiments are applied to examine audiences’ perceived attractiveness of AI news anchors from a psychological dimension. Study 1 focuses on the different variables that influence the behavioral willingness of AI news anchor viewers, while Study 2 focuses on the mediating and moderating variables that influence audiences’ psychological changes. The results indicate that non-humanoid female AI news anchors who use anthropomorphic voices to broadcast news obtain the highest perceived attractiveness among audiences. Additionally, the mediating effect of perceived attractiveness and the negative moderating effect on the inherent impression of traditional news anchors are both verified in the study. Based on the research findings, the implications and suggestions are addressed accordingly.