Citation

AL Samsami, Nawal and Shariman, Tengku (2026) Exploring the Role of AI Anchors on Content Quality and Continuation on Audience Engagement in Oman. Studies in Big Data, 192. pp. 25-38. ISSN 2197-6503

Text Exploring the Role of AI Anchors on Content Quality and Continuation on Audience Engagement in Oman _ Springer Nature Link.pdf - Published Version Restricted to Repository staff only Download (669kB)

Abstract

This research paper investigates the impact of AI anchors on content quality and audience engagement in Oman. AI anchors, powered by advanced artificial intelligence, are increasingly used in media to deliver news and information. This study explores how these AI-driven personalities influence content presentation and audience interaction. Audience perceptions of AI anchors and their effects on content quality, such as accuracy, relevance, and engagement were assessed. The research also examines how AI anchors affect viewer retention and content continuation. While AI anchors enhance content delivery and maintain high engagement levels, they also pose challenges related to authenticity and emotional connection. This study offers a comprehensive view of the potential and challenges of integrating AI anchors in media environments, with implications for future media practices in Oman and beyond.

Item Type:	Article
Uncontrolled Keywords:	AI anchors, Audience engagement
Subjects:	P Language and Literature > PN Literature (General) > PN2000 Dramatic representation. The Theater
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	30 Oct 2026 00:57
Last Modified:	30 Oct 2026 00:57
URII:	http://shdl.mmu.edu.my/id/eprint/17015

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