The Impact of AI-Generated Music on the Dissemination of Video Clips in Malaysia

With the rapid advancement of artificial intelligence technologies, AI-generated music has been increasingly applied in short video content dissemination. This study examines the impact of AI-generated music on the dissemination of video clips in Malaysia using a qualitative research approach. Semi-structured interviews were conducted with content creators, social media users, and digital marketing practitioners to gain in-depth insights into their experiences and perceptions. The findings reveal that AI-generated music significantly enhances emotional engagement by improving the alignment between audio and visual elements, thereby increasing viewer immersion and retention. In addition, its flexibility and customizability enable content creators to efficiently produce music tailored to different themes, moods, and audience preferences, which contributes to higher levels of shareability and perceived virality. The study also identifies that contextual factor, including cultural diversity, language preferences, and platform algorithms, play important roles in moderating the effectiveness of AI-generated music in video dissemination. Overall, this research highlights the mechanisms through which AI-generated music influences audience engagement and content spread, offering practical implications for content creators and contributing to the understanding of AI-driven creativity in digital media ecosystems.

AI-generated music; short video dissemination; emotional engagement; digital content sharing

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