Publicação
The perception of trust in personalized video news generated by artificial intelligence
| Resumo: | As the use of artificial intelligence (AI) grows, so do the questions regarding this new technology and its potential uses. Among the various possibilities and employments that could be offered by AI is personalized news technology, which could be an interesting alternative in over-the-top (OTT) video streaming platforms. Considering this context, the purpose of the present investigation is to assess the levels of trust that users would have in AI-generated personalized video news. For that, a sample of 306 respondents was asked to participate in an online experiment. Out of the total respondents, 152 were randomly assigned to an AI-generated news video and a description of the personalized news technology. The remaining 154 watched the same video presented by a human presenter, with no mention of personalization. A PLS-SEM analysis was used to test all seven hypotheses of this research. The results reveal similar levels of trust among those who watched AI-generated personalized news and those who watched the human presenter. Yet, the study also manifested non-significant effects of media richness and social attraction on the users’ perceived usefulness. Likewise, the impact of perceived ease of use of the technology on users’ trust was also irrelevant. The main conclusion of this investigation is that AI-generated content, namely personalized video news, can be potentially trustworthy for users. |
|---|---|
| Autores principais: | Breviglieri, Felipe Pechi |
| Assunto: | Artificial intelligence Personalized news Confiança -- Trust OTT TAM Inteligência artificial Notícias personalizadas |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | As the use of artificial intelligence (AI) grows, so do the questions regarding this new technology and its potential uses. Among the various possibilities and employments that could be offered by AI is personalized news technology, which could be an interesting alternative in over-the-top (OTT) video streaming platforms. Considering this context, the purpose of the present investigation is to assess the levels of trust that users would have in AI-generated personalized video news. For that, a sample of 306 respondents was asked to participate in an online experiment. Out of the total respondents, 152 were randomly assigned to an AI-generated news video and a description of the personalized news technology. The remaining 154 watched the same video presented by a human presenter, with no mention of personalization. A PLS-SEM analysis was used to test all seven hypotheses of this research. The results reveal similar levels of trust among those who watched AI-generated personalized news and those who watched the human presenter. Yet, the study also manifested non-significant effects of media richness and social attraction on the users’ perceived usefulness. Likewise, the impact of perceived ease of use of the technology on users’ trust was also irrelevant. The main conclusion of this investigation is that AI-generated content, namely personalized video news, can be potentially trustworthy for users. |
|---|