Effect of Racial Homophily on AI Anthropomorphism and News Anchor Credibility

This study explores the influence of anthropomorphism and racial homophily on audience trust in Artificial Intelligence News Anchors (AINAs) in the context of contemporary journalism. Utilizing a comprehensive between-groups experiment, participants were recruited online and presented with audiovisual news clips featuring AINAs. The research investigates the relationships among anthropomorphic cues, viewers’ perceptions of racial homogeneity, and the trustworthiness of news conveyed by these AI entities. Findings indicate a significant positive correlation between visual cues and news trustworthiness, while anthropomorphic features exert a moderating effect. However, the study highlights limitations in sample representativeness and generalizability across diverse cultural contexts, suggesting that results may not apply universally to all AINA viewers. The study calls for further exploration of the interaction between racial traits and AI technology, emphasizing the need to consider personal attributes and the evolving landscape of AI in journalism. By advancing the theoretical framework of human-AI interaction, this research contributes valuable insights into the intersection of technology, media, and audience perception.