Persepsi dan Kepercayaan Netizen terhadap Dakwah AI pada TikTok Ustadzah AI @nia.hajar_s

Abstract

The rapid development of Artificial Intelligence (AI) has fostered innovation in digital da'wah communication, one example being the TikTok account @nia.hajar_s, which features an AI-generated female preacher (Ustadzah AI) to deliver Islamic messages. This phenomenon has generated diverse public perceptions and varying levels of trust regarding the credibility of AI-based da'wah content. This study aims to examine netizens' perceptions and trust toward AI-based da'wah content on the TikTok account @nia.hajar_s. This research employed a descriptive qualitative approach. Data were collected through observation, in-depth interviews, and documentation, and were analyzed using the Miles and Huberman interactive analysis model. The analysis was guided by Stephen P. Robbins' Perception Theory and Carl I. Hovland's Source Credibility Theory. The findings indicate that netizens generally perceive AI-based da'wah content positively because it is considered engaging, communicative, and adaptive to current digital technological developments. Nevertheless, such acceptance is accompanied by a critical attitude, as participants consistently verified content related to the Qur'an, Hadith, and Islamic law. Furthermore, netizens' trust in AI-based da'wah content is selective. Although AI is regarded as an innovative medium for supporting digital da'wah, it is not considered to possess the scholarly authority of religious scholars or human preachers. Trust is primarily influenced by the clarity of cited references and the validity of the religious content presented. The study concludes that AI has significant potential to enhance digital da'wah, provided that its implementation is supported by scholarly validation and supervision to ensure the credibility and reliability of Islamic messages.