The Role of Virtual Social Presence in Arab Audience Acceptance of AI in Media Practices: Insights from the Technology Acceptance Model

Abstract

The integration of artificial intelligence (AI) into media has rendered it crucial to comprehend public acceptance of this technology. The four comprehensive models developed and tested in this research employ structural equation modelling, which offers a thorough analysis of the factors influencing public acceptance of AI in media. The research relies on a survey that was conducted within Egypt and Saudi Arabia that resulted in a sample of 540 individuals. A novel theoretical model, which integrated the technology acceptance model (TAM) with the virtual social attendance scale, was developed to clarify factors that influence the public's acceptance of AI in media. The current study provides in-depth knowledge and unique findings regarding elements that influence public acceptance of AI in media, which correspondingly highlight a need for further research to better understand this emerging technology.