Humanizing Artificial Intelligence (AI): Integrating the Virtual Persona Vira on Voks Radio Bandung

Aldin Aldama; Nabilla Anasty Fahzaria; Izni Nur Indrawati Maulani

doi:10.29240/jdk.v11i2.16969

Authors

Aldin Aldama Universitas Islam Bandung, Indonesia
Nabilla Anasty Fahzaria Universitas Islam Bandung, Indonesia
Izni Nur Indrawati Maulani Universitas Islam Bandung, Indonesia

DOI:

https://doi.org/10.29240/jdk.v11i2.16969

Keywords:

Artificial Intelligence, AI Humanization, Virtual Persona, Media Convergence, Voks Radio Bandung.

Abstract

ABSTRACT

Purpose − Artificial Intelligence (AI) is increasingly being integrated into broadcast media as the industry adapts to digital transformation, raising the need to balance technological innovation with human connection, audience trust, and ethical communication. This study aims to analyze the humanization of AI through the integration of Vira as the first AI reporter at Voks Radio Bandung, particularly in relation to media convergence, persona design, and the application of AI ethics and transparency.

Method −The research uses a qualitative method with a case study approach through in-depth interviews and documentation. The research subjects included the virtual persona Vira and Voks Radio Bandung, the institution that developed and operates the AI. The informants were purposively selected based on their involvement and knowledge of Vira's implementation: the Voks Radio Leadership, Program Director, and Head of Digital.

Findings − The results show that Vira is designed with a consistent yet adaptive identity and plays a role as a reporter, promotional influencer, and product promoter who bridges the conventional radio audience to digital media. In addition, Voks Radio applies the principles of transparency and ethics according to KPI regulations to build audience trust. From the perspective of Parasocial Interaction Theory, Vira successfully creates emotional closeness with the audience through personal and humanistic communication, thus becoming a model for AI humanization in the Indonesian broadcasting industry. These findings indicate that AI humanization in broadcasting can support media adaptation while maintaining human oversight, ethical responsibility, transparency, and audience trust.

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