The Transformation of the Concept of the Audience in the Age of Artificial Intelligence

Azadi, Mohammad Hossein; Rajabzadeh, Ali

doi:10.22085/javm.2025.530392.2346

The Transformation of the Concept of the Audience in the Age of Artificial Intelligence

Document Type : Research Paper

Authors

Mohammad Hossein Azadi ¹

Ali Rajabzadeh ²

¹ Media Studies - Radio and Television, Radio and Television Department, University of IRIB, Tehran, Iran

² Department of Television, Faculty of Radio and Television, IRIB University, Tehran, Iran (Corresponding Author)

10.22085/javm.2025.530392.2346

Abstract

The rapid advancement of intelligent technologies—particularly generative artificial intelligence—has fundamentally transformed key media concepts, including the notion of the audience.

This study aims to examine the metamorphosis of the audience concept in the age of artificial intelligence, analyzing its functions, challenges, and dimensions of interaction with smart media.

Using a qualitative and exploratory approach, the research employed qualitative content analysis of academic and research-based sources to extract core themes.

Findings indicate that the concept of the audience has evolved from a "passive recipient" in traditional media to an "active participant" in the digital age and ultimately to a "co-creator" in the AI era. This new audience not only consumes content but also actively engages in its creation, modification, and personalization through data interaction, prompt writing, and feedback mechanisms. Generative AI’s key functions—such as content personalization, guidance, automated production and big data analytics—have created a more interactive, tailored, and immersive media experience. However, the study also highlights critical challenges, including filter bubbles, diminished cognitive autonomy, threats to privacy, and information inequality.

The research concludes that rethinking the theoretical foundations of the audience concept, enhancing digital literacy, and implementing ethical media policies are imperative in navigating the complexities of AI-driven media environments.

Keywords

Generative Artificial Intelligence

Audience

Interactive Media

Personalization Algorithms

Co-creation User