Can Fans Build Parasocial Relationships through Idols’ Simulated Voice Messages?: A Study of AI Private Call Users’ Perceptions, Cognitions, and Behaviors

Celebrities have used their imitated voices in media content for various purposes to entertain audiences. However, it is unclear how their fans perceive media content using synthetic celebrity voices. Fans are dedicated to celebrities and actively communicate with them on social media, sometimes resulting in the establishment of parasocial relationships. Focusing on simulated voice messages that mimic celebrities' communication behaviors, we explored how fans form parasocial relationships through synthetic media content. We conducted semi-structured interviews with 15 fans who used AI Private Call, an AI-based voice message service that employed K-Pop idols' synthetic voices. Findings show that the nature of synthetic voices could not provide impressive experiences related to their idols. However, participants believe that simulated voice messages can help make up for the limited opportunities to interact directly with idols. Based on the theoretical framework of parasocial relationship development, participants engaged with simulated voice messages, exhibiting various cognitive and behavioral actions that dynamically advanced the relationship. These behaviors include aligning voice content with idols' vocal characteristics, adhering to social norms in interactions, and confirming idols' involvement in content creation to demonstrate a sense of authenticity. Additionally, their communities associated with fandoms affect their experiences throughout the process. Based on the findings, we discuss how simulated voices might impact the relationship between fans and celebrities, highlighting the responsibility of communities and platforms. We also propose design guidelines for creating simulated celebrity voice content that fans can entertain.