ARTIFICIAL INTELLIGENCE IN REALITY TV PRODUCTION AND ITS EFFECT ON SCRIPTWRITING PERFORMANCE: MEDIATING ROLE OF INTERACTIVEMEDIA EXPERIENCES

The AI-driven mode of production has facilitated the model process in various ways. One such application of AI in production is evident in the PLS-SEM process, where its outcomes are expected to enhance mass telecasting. AI contributes data that aids scriptwriters, producers, and technical staff in all production houses. This involves modeling and scripting that fosters creativity. The theoretical framework linking technology to creative performance is identified as dynamic capabilities theory (DCT). The findings indicate that AI automation, real-time focusing, and data utilization as storytelling tools significantly enhance the quality and productivity of scriptwriting. Additionally, interactive media experiences play a vital role in bridging technological innovation and audience-centered storytelling. In today's fast-evolving media landscape, AI is transforming the essence of writing itself. The findings underscore the importance of balancing readiness for innovation with human creativity to maintain the long-term benefits of an interactive relationship that can predict production performance. For the future AI tools to successfully foster creative integrity, trust, and audience engagement, industry participants must commit to these principles. Interestingly, the speed of adopting these tools can paradoxically become their greatest ally.