Synthetic Authenticity and Audience Trust in AI-Generated Intangible Cultural Heritage

A Qualitative Multimodal Study of Chinese Digital Heritage Platforms

Abstract

In the digital age, generative artificial intelligence (AI) is increasingly utilized to create cultural content, raising questions about authenticity and trust in the dissemination of intangible cultural heritage (ICH). This study investigates how AI-generated cultural representations influence audience trust, introducing the concept of synthetic authenticity to describe algorithmically produced content that mimics traditional heritage. Using a qualitative multi-method approach, the research analyzes two prominent Chinese AI-ICH projects—Baidu Baike’s AI Museum and Guangming Online’s Intangible Heritage Revived series—through multimodal content analysis and open coding of semi-structured interviews. Findings reveal four thematic dimensions shaping audience perceptions: perceived authenticity, emotional resonance, platform credibility, and participatory co-creation. Audiences show higher trust in content featuring traditional aesthetic cues, expert voiceovers, and transparent AI disclosure, while overly polished or culturally detached visuals reduce credibility. The study emphasizes that trust in AI-generated heritage is context-sensitive and mediated by cultural familiarity, emotional engagement, and platform reputation. It contributes a new analytical framework for understanding trust in AI-mediated cultural communication and offers practical recommendations for platform designers, cultural institutions, and policymakers. These include transparent AI labeling, involvement of heritage stakeholders, and digital literacy education to foster more authentic and trusted cultural experiences in the age of algorithmic media.