The Impact of Artificial Intelligence on Intelligence Media Innovation: Evidence from Xiaohongshu Short-Video Platform in China

Abstract

This study investigates the impact of artificial intelligence (AI) on intelligence media innovation, using the Xiaohongshu short-video platform in China as an empirical case. As AI technologies increasingly reshape digital media ecosystems, intelligence media platforms rely on algorithmic systems to optimize content production, recommendation, user engagement, and business model development. Drawing on a questionnaire survey of 210 rofessionals within the Xiaohongshu ecosystem, including content creators, editorial staff, platform managers, and technical personnel, this study examines how AI is integrated into media workflows and how such integration contributes to innovation outcomes. The findings reveal that AI plays a pivotal role in driving intelligence media innovation across multiple dimensions. AI-assisted content production, automated tagging, trend analysis, and recommendation algorithms significantly enhance workflow efficiency and support data-driven creative decision-making. Moreover, AI-driven personalization strengthens user engagement by delivering customized content, increasing interaction, retention, and overall platform competitiveness. The results also indicate that AI analytics facilitate business model innovation by enabling targeted advertising, influencer collaborations, and e-commerce integration. Although some respondents express concerns regarding content homogenization and over-reliance on algorithms, the overall evidence suggests that AI functions as an effective enabler of innovation when combined with human creativity and oversight. his study contributes empirical insights into AI-enabled intelligence media innovation and provides practical implications for digital media platforms seeking sustainable and intelligent development.