Consumer trust in AI-human news collaborative continuum

Heim, Steffen; Chan-Olmsted, Sylvia

doi:10.3390/journalmedia4030061

Consumer trust in AI-human news collaborative continuum

Preferences and influencing factors by news production phases

Publication date

2023-09-11

Document type

Forschungsartikel

Author

Heim, Steffen

Chan-Olmsted, Sylvia

Organisational unit

BWL, insb. Marketing

DOI

10.3390/journalmedia4030061

URI

https://openhsu.ub.hsu-hh.de/handle/10.24405/18682

Publisher

MDPI

Series or journal

Journalism and Media

ISSN

2673-5172

Periodical volume

4

Periodical issue

3

First page

946

Last page

965

Peer-reviewed

✅

Part of the university bibliography

✅

Language

English

Keyword

Media research

News trust

Artificial intelligence (AI)

News production

AI trust

Usage intention

Structural equation modeling

Abstract

AI has become increasingly relevant to the media sector, especially for news media companies considering the integration of this technology into their production processes. While the application of AI promises productivity gains, the impact on consumers’ perceptions of the resulting news and the level of AI integration accepted by the market has not been well studied. Our research focused on the analysis of news consumers’ preferred level of AI integration, AI news trust, and AI news usage intentions linked to the application of the technology in the discovery/information-gathering and writing/editing phases. By connecting a comprehensive set of factors influencing the perception of news and AI, we approached this gap through structural equation modeling, presenting an overview of consumers’ responses to AI integration into news production processes. Our research showed that while participants generally prefer lower levels of AI integration into both phases of production, news trust and usage intention can even increase as AI enters the production process—as long as humans remain in the lead. These findings provide researchers and news media managers with a first overview of consumers’ responses to news production augmentation and its implications for news perception in the market.

Description

This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).

Version

Published version

Access right on openHSU

Metadata only access