AI as Competitor or Assistant in Gaming: Analyzing Viewer Engagement and Sentiment Patterns

초록

Artificial intelligence (AI) is reshaping the gaming industry by acting as either a competitive opponent or a supportive assistant, each influencing audience experience differently. This study examines how these AI roles impact viewer sentiment and engagement in gaming-related YouTube videos. Analyzing 309 videos featuring human-AI interactions using sentiment analysis and topic modeling tools (TextBlob, BERTopic), we found that competitive AI evokes strong positive sentiment from viewers due to its advanced strategies, while assistant AI is favorably evaluated by content creators for its reliability and gameplay enhancement. These findings highlight how AI roles shape audience sentiment and interaction, offering insights for optimizing AI integration in gaming. Future research should explore AI roles in broader digital environments to deepen our understanding of human-AI interactions.

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