Digital revolution: AI TV presenters transforming broadcasting industry / Fakrulnizam Jafri

Artificial Intelligence (AI) has penetrated numerous industries, including television broadcasting. The advent of AI TV presenters, also referred to as virtual hosts or digital personalities, signifies a notable transformation in the way content is disseminated and consumed. These computer-generated characters are transforming the broadcasting industry by providing distinct benefits and possibilities. Recently, the AI TV presenters continued to be the most innovative transformations in the media industry in countries such as China, Russia, and Abu Dhabi. The increasing demand for AI TV news anchors suggests that their presentations are more cost-effective, efficient, and accurate. In addition, the AI news anchors’ gender, accent, and appearance significantly influence the viewers’ experience during live news broadcasting (Lyu, X., Ramasamy, S., & Ying, F.: 2024). AI TV presenters are developed using advanced algorithms and technology, allowing them to imitate human voice and behaviour with exceptional realism. These virtual hosts serve a wide range of audiences and content types, giving news updates and hosting entertainment shows. Due to their digital nature, these entities may be extensively customised, ranging from their physical appearance to their psychological attributes, making them very adaptable resources for broadcasters.