Effect of Media Technology on Agile Project Management Success in Chinese Multimedia Enterprises: The Moderating Role of Human-AI Interaction

This study investigates the impact of enterprise media technology on agile project management success in Chinese multimedia enterprises, with human-AI interaction as a moderating variable. Drawing on the technology acceptance model, dynamic capabilities theory, and socio-technical systems approach, a partial least squares structural equation modeling (PLS-SEM) methodology was employed to analyze data collected from 237 professionals across diverse Chinese media organizations. Findings reveal that enterprise media technology significantly enhances agile project management success through improved communication fluidity, knowledge integration, and workflow flexibility. The human-AI interaction construct demonstrates a significant positive moderating effect, particularly strengthening the relationship between technological adaptation and project performance metrics. This research contributes to the growing discourse on digital transformation in creative industries and offers practical implications for multimedia enterprises seeking to optimize their project management frameworks in increasingly AI-integrated environments.