Understanding public opinion and discussion dynamics of digital humans on social media: an analysis of sentiment, themes and user characteristics

Purpose The emergence of artificial intelligence-generated content (AIGC) technology has markedly enhanced the capabilities of digital human content generation and natural language processing, thus further advancing the development of digital humans. To enable enterprises and governments to effectively address the challenges and opportunities arising from the rapid development of digital humans, it is imperative to understand the public opinion and discussion dynamics of digital humans. Design/methodology/approach This study initially analyzed the trends and distribution patterns of public attention to digital humans. By utilizing word cloud technology, we explored the primary focal points of public interest and conducted a topic analysis using latent Dirichlet allocation (LDA) techniques. Subsequently, content analysis was conducted on the popular application domains of digital humans. Finally, this study examined the influence of user characteristics on emotional scores toward digital humans and the presence of differences in focus across user groups. Findings The results indicate a sustained increase in public attention toward digital humans, accompanied by notable geographic disparities in the distribution of discussions. Discussions on Weibo are primarily focused on four domains, whereas areas within the digital human application domain that provoke widespread discussion include live streaming, service, cultural entertainment and digital avatars. Significant impacts of user characteristics on sentiment scores were observed, revealing divergent focal points of interest among different user groups toward digital humans. Originality/value Through the deep analysis of Weibo data, this study offers new insights into the digital human industry, enabling governments and businesses to understand industry trends and develop targeted digital human customization strategies based on customer characteristics.