The Future of Talk Shows: AI-Driven Virtual Hosts and Their Impact on Media Communication: A Systematic Literature Review

This study investigates the emergence of AI-driven virtual hosts in contemporary media, focusing on their technological foundations, adoption patterns, audience reception, and ethical implications. Through a systematic literature review and thematic analysis of 120 peer-reviewed articles, the research examines how synthetic media personalities are transforming media production and consumption practices. The findings reveal significant regional disparities in adoption: East Asian countries particularly China, Japan, and South Korea lead due to strong cultural acceptance and government-supported innovation, while Western markets adopt a more cautious approach. Audience engagement also varies by context; entertainment-oriented AI hosts foster parasocial relationships, whereas news-based applications are met with skepticism and concerns about authenticity. Three major contributions emerge from this study. First, it challenges universalist narratives of AI adoption by underscoring the role of sociotechnical and cultural factors in shaping regional implementation. Second, it introduces empirical evidence of an “empathy gap” in human–AI interaction, highlighting the limited emotional resonance audiences experience with synthetic hosts. Third, it proposes a comparative framework that links technological capability with cultural acceptance across global media systems. Ethical challenges—particularly those involving transparency, labor displacement, and algorithmic bias—are critically examined, emphasizing the urgent need for robust governance frameworks. The study concludes that hybrid models combining human and AI presenters, alongside culturally responsive and ethically sound design strategies, are vital for the responsible integration of AI in media. By bridging technological, cultural, and normative dimensions, this research advances academic discourse and provides actionable insights for media practitioners and policymakers navigating the evolving landscape of synthetic media.