Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Impact of AI Literacy on the Performance of Digital Media Professionals

Jinming HuBeijing Normal-Hong Kong Baptist University (BNBU)*

* Corresponding author: [email protected]

Abstract

In today's digital media industry, having a basic understanding of artificial intelligence (AI literacy) has become an essential key competence. This study mainly aims to clarify two issues: first, how AI literacy affects the job performance of digital media practitioners; second, whether algorithmic media content awareness plays a mediating role in this process. 502 responses were collected through an online questionnaire and conducted statistical analysis using SPSS 26.0, ultimately confirming 474 as valid samples. The results show that AI literacy does have a positive impact on improving the job performance of digital media practitioners - that is, the more one understands AI, the better their job performance tends to be. Moreover, this improvement is partly achieved through the mediating mechanism of algorithmic media content awareness: the clearer practitioners are about how algorithms recommend and generate content, the better they can convert AI literacy into actual work achievements. Based on these findings, this study can provide some meaningful references at both theoretical and practical management levels.

Keywords: Artificial Intelligence Literacy; Digital Media; Job Performance; Generative AI; Media Content Awareness
Published: July 22, 2026
DOI: 10.54254/2753-7064/2026.35478
Volume: CHR Vol.116
pp. 112-120
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