Images of neuro-presenters on contemporary regional television in Russia: A comparative aspect

The aim of this study is to identify and characterize neuro-presenters currently used by regional television companies as a complex, multi-code system. The peak of such projects on Russian regional television occurred in March 2023, when five AI presenters were launched within a few days. Some appeared only briefly, while others became regular participants in programs. These virtual presenters are being used experimentally on regional channels and their social media platforms, primarily to present short segments such as weather forecasts or entertainment news. Less frequently, they are employed to deliver daily news summaries. The dominance of weather forecasters among these digital characters is due to the convenience of the short format, the minimal set of expressive on-screen features required, and the audience’s typically less critical attitude toward the reliability of information in this genre. Of the 26 regional AI presenters identified, the majority are female. Among the most developed neuro-projects are Snezhana Tumanova (TV channel “Svoyo TV”, Stavropol Krai), Aksinya Dontsova (TV channel “DON 24”, Rostov-on-Don), NeuroElena (GTRK “Chuvashia”), Solntseslav Sibiryakov and Briza Bezoblachnaya (“AIST TV”, Irkutsk). Their personas are quite clearly constructed, are endowed with symbolic names, and, to varying degrees, have their own backstories. The appearance of virtual hosts created as digital copies of humans most often adheres to the conventional standards of clothing, makeup, and hairstyle for on-screen journalists, though there are exceptions (like “Ural Grandmother”) dictated by a program's specific focus. Similarly, the speech and delivery of AI hosts are generally not individualized. Exceptions include the folk-stylized speech of “Ural Grandmother” and the intentionally “robotic” delivery of Snezhana Tumanova, Solntseslav Sibiryakov, and Briza Bezoblachnaya, which emphasizes their “otherness.” Of particular interest is the use of neuro-presenters to convey native languages in television content for multiethnic regions. The experience of regional broadcasters has demonstrated the limitations of using ready-made generative models for TV presenters, as this leads to the replication of digital twins and triplets. An alternative development method involves using staff members or other individuals as prototypes, resulting in avatars that resemble specific people (for example, the cartoon character Daria Tsvetova only partially resembles a real teenager). The study found that a visual similarity between the neuro-presenter and prototype is not always accompanied by a high degree of behavioral or vocal mimicry. The emphasized artificiality of these presenters is most evident in cartoon versions (e.g., Ivan Pravda, an astrologer), which make no attempt to replicate a human appearance. The authors declare no conflicts of interests.

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