Developing an Ai News Anchors Engagement Framework: Assessing Content Quality and Continuance Behavior among News Consumers in Oman

Abstract

The purpose of this research is the consumers' understanding, dealing, and recognition of the AI-generated news in Oman. The impact of the perception of AI-centric qualities, including intelligence, innovation, trust, and information value in the utilization and engagement of the AI news services in developing the AI Anchor Engagement Framework was also analyzed. For gaining an in-depth insight from the purposively sampled 10 media as well as AI experts, the researcher utilised a qualitative research design. For data collection, semi-structured interviews were conducted, and the data underwent thematic analysis where dominant patterns and associations were established to aid in the structuring of the framework. The outcome of the research indicates that the critical elements of consumer engagement and continuance intentions are triggered by trust, intelligence perceptions, and information quality. The respondents indicated that audience trust can be strengthened by credibility, transparency, and connection once the audience witnesses the credentials of knowledge of the AI anchors in terms of novelty and timely response. As expected, the evidence proves that the critical factor leading to the successful implementation of AI newsreaders is their unique capability of meshing technology intelligence and human authenticity and trustworthiness. The successful consumer adaptation is greatly contingent on the trust and engagement rhetoric. In this regard, with qualitative research quality, this paper has emerged as an inspiration for innumerable novel insightful ideas concerning Omani media organizations to develop trust-worthy and user-friendly AI news platforms with the concept of the AI Anchor Engagement Framework.