The Role of AI Tools in Chinese Influencers' Cross-Cultural Engagement with UK Followers

Zizheng Zhou; Zhixuan Zhou; Sirui Zhong

doi:10.54254/2753-7064/2024.21408

Research Article

The Role of AI Tools in Chinese Influencers' Cross-Cultural Engagement with UK Followers

Zizheng Zhou^{Faculty of Arts & Humanities, King’s College London, London, WC2R 2LS, UK}* Zhixuan Zhou^{School of Communication, Soochow University, Suzhou, 215031, China} Sirui Zhong^{School of Humanities and Social Science, Xi’an Jiaotong-Liverpool University, Suzhou, 215123, China}

* Corresponding author: [email protected]

Abstract

Generative Artificial Intelligence (Gen AI) is rapidly developing and helps a lot in people’s daily lives. Social media platforms make people more connected in the digital age. At this time, influencers are of great importance to social media. Many Chinese influencers now plan to expand their circle of influence on British social media platforms. However, Chinese influencers who need to reach British followers have to utilize Gen AI to make content that fits distinctive societies. This paper interviews some Chinese influencers to investigate how to use Gen AI to help in the process of Chinese influencers’ cross-culture engagement with UK followers. An online questionnaire is designed to collect British audiences’ options. The study focuses on the social media platform Instagram, Tik Tok and Twitter. The Theory of Human-AI Interaction from the perspective of the Theory of Interactive Media (HAII-TIME) is used to explain how interactive media shapes user engagement and communication.

Keywords: AI; Cross-culture; Influencer; HAII-TIME

Published: March 13, 2025

DOI: 10.54254/2753-7064/2024.21408

Volume: CHR Vol.55

pp. 109-115

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