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自2018年11月新华社与搜狗联合发布全球首个全仿真智能AI主持人，AI主播再次进入受众视野，应用AI主播的节目接踵而至，因此，研究选取AI主播的应用情况和受众反馈作为本文探析的主要内容。本文以“AI主播”为研究对象，采用案例分析法、问卷调查法和深度访谈法研究AI主播的主流应用节目、受众反馈情况和现存发展掣肘。为了深入剖析AI主播的应用情况，本文使用媒介进化论，分析AI主播的演化路径，并且以此理论视角提出AI主播未来的发展策略。

本文提出目前AI主播的主流应用节目为新闻播报类节目、财经评论类节目和综艺娱乐类节目，研究选取个案来探析AI主播在不同类型节目中的个性化特点和互动情况，以媒介进化论为视角分析AI主播在不同节目类型的产生、发展与演进。与此同时，本次研究通过收集样本数据分析受众视角下对AI主播的认知、态度反馈和使用行为，研究结果表明：受众是否观看AI主播与受众的年龄、学历、受教育程度和居住城市显著相关；在受众态度反馈中，现阶段受众对AI主播的危机处理能力和多元化传播持消极态度、对AI主播的专业基本功持肯定态度；在受众使用行为中，受众使用AI主播的频次较低，用户粘性差。结合问卷调查和专家访谈，提出AI主播的现存发展掣肘是成本限制、技术壁垒和受众窄化。最后基于以上研究的思考，根据媒介进化论对AI主播的未来发展提出策略性分析，首先应该完善对真人主播在时空限制和功能给定限制的补救；其次加强AI主播的人性化趋势，使其增加受众的视觉感官和听觉感官愉悦度；最后AI主播应始终以内容为王，传达内容准确、多元并且节目受众定位精准，使其进化为反映现实的“镜子”，在发展过程中也应该及时避免相关伦理问题的产生，使AI主播与真人主播协同发展，携手打造和谐高效的传媒生态。

关键词：媒介进化论  AI主播 补偿性媒介 人性化趋势

Since Xinhua News Agency and Sogou jointly released the world's first fully simulated intelligent AI host in November 2018, AI anchors have once again entered the audience's vision, and programs applying AI anchors have followed one after another. Therefore, the application situation of AI anchors and audience feedback are selected as the main content of this paper. This paper takes "AI anchor" as the research object, and uses case analysis, questionnaire survey and in-depth interview methods to study the mainstream application programs of AI anchors, audience feedback and existing development constraints. In order to deeply analyze the application of AI anchors, this paper uses media evolution theory to analyze the evolution path of AI anchors, and puts forward future development strategies of AI anchors from this theoretical perspective.

This paper proposes that the current mainstream application programs of AI anchors are news broadcast programs, financial commentary programs and variety entertainment programs. Cases are selected to explore the personalized characteristics and interaction of AI anchors in different types of programs, and the emergence, development and evolution of AI anchors in different types of programs are analyzed from the perspective of media evolution. At the same time, the audience's cognition, attitude feedback and usage behavior of AI anchors were analyzed by collecting sample data, and the results showed that whether the audience watched AI anchors was significantly related to the audience's age, education, education level and city of residence. In the feedback of audience attitudes, the audience has a negative attitude towards the crisis handling ability and diversified communication of AI anchors at this stage. In terms of usage behavior, the frequency of the audience using AI anchors is low, and the user stickiness is poor. Combined with questionnaire surveys and expert interviews, it is proposed that the existing development constraints of AI anchors are cost constraints, technical barriers and audience narrowing. Finally, based on the above research, this paper puts forward a strategic analysis for the future development of AI anchors, and firstly, it is necessary to improve the remedy of the limitations of time and space and the given functions of real anchors. secondly, strengthen the humanization trend of AI anchors, so that they can increase the audience's visual and auditory senses. Finally, AI anchors should always take content as the king, convey accurate and diverse content, and accurately target the program, so that they can leapfrog to a "mirror" that reflects reality, and avoid related ethical issues in a timely manner in the development process, so that AI anchors and real anchors can develop together and work together to create a harmonious and efficient media ecosystem.

Keywords：Media Evolution ；Artificial intelligence anchors；Compensatory media；Anthropotropic