ANALISIS PENGARUH PENGGUNAAN PRESENTER KECERDASAN BUATAN (ARTIFICIAL INTELLIGENCE) DALAM PENYIARAN TERHADAP PERSEPSI AUDIENS (STUDI KASUS DI TVONE)

Abstract

Artificial Intelligence (AI) has made inroads into the broadcast media industry. The relevance of AI in broadcasting will continue to grow along with its use. This relevance has evolved to reshape the traditional way of broadcasting, so AI presenters are emerging as innovations in the delivery of broadcast content. The adoption of AI presenter innovations with the aim of increasing the demographics of broadcast media stations that can provide profits also has implications for the perception and satisfaction of the general public. This study aims to analyze the effect of using AI presenters in broadcasting on audience perception (case study on tvOne). The subjects of this study were 30 students of the Faculty of Cultural Sciences, University of Indonesia who were randomly grouped into a control group and an experimental group and 1 respondent from tvOne management for an interview. The study used mixed methods, with experimental approaches and interviews and in explaining the interpretation using descriptive methods. The findings and results of the analysis are that news that adopts AI presenters tend to have lower demographics related to audience perception and satisfaction than news that still uses human presenters. This is because AI presenters are basically computer programs that do not have authentication and emotions like humans are also very "robotic" even though the delivery of news information is done well and clearly. The results of the study with the interview method concluded that the application of the use of AI presenters is not to shift or replace human presenters, but only as a complement or support of existing content. The development of AI innovation continues to be carried out along with the application of these innovations in several programs that are continenty announcements, short and descriptive.