Researchers are starting a project on AI in entertainment, aiming to provide insights that could help colleges introduce AI literacy modules and better prepare students for a tech-driven world.
Three East Carolina University faculty members are studying how AI in entertainment affects viewers’ perceptions and understanding of the technology. The project received a $10,000 award to support innovative research by college staff.
The study focuses on a reality-style TV programme where participants interact solely through a social media app, portraying themselves as they choose. In one season, an AI chatbot joins the game; viewers are aware of the chatbot, while the participants are not.
Researchers aim to see how this affects audience perceptions of AI and their engagement with the show. Previous studies by Rachel Son found audiences often disengaged when they realised AI had generated content.
The team now aims to see if AI in TV affects reactions, well-being, or viewer AI literacy.
The researchers also hope the findings inform broader educational approaches. Drew Ashby-King said AI in entertainment could lead colleges like ECU to add AI literacy modules, preparing students for a world increasingly shaped by AI.
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