Analysis of the Technology Acceptance Model for Artificial Intelligence Applications in the Film Industry
Adele B. L. Mailangkay, Hansen Timothy Sutjipto, Erwin Halim · 2023
This research is grounded on the Technology Acceptance Model to examine the impact of Artificial Intelligence (AI) in the film and video production industry, a creative arena currently undergoing rapid technological change. Through a sample consisting of 81 respondents, this study analyzes eight important variables: Personal Innovativeness, Perceived Compatibility, Facilitating Conditions, System Quality, Perceived Ease of Use, Perceived Usefulness, Attitude Towards Use, and Behavioral Intention to Use. The research highlights that the integration of AI indicates not just creativity but also signifies progress in the compatibility and quality of current technology. In evaluating the effectiveness of AI, this study considers not only the integration with existing tools but also the continuous improvement in system quality, which are key indicators in assessing AI's impact on the creative process. There is a strong positive sentiment towards AI within the film industry, demonstrated by the high willingness of participants to use AI, which they consider to be beneficial and intuitive. Even respondents previously unfamiliar with AI found the technology to be accessible and easy to learn. The clear alignment between the positive public attitude and their intention to adopt AI indicates a broad acceptance of technological innovation in the creative industries. The study concludes that AI's ability to transform film and video production is closely related to these diverse aspects of acceptance and compatibility. As AI continues to develop, understanding these facets is crucial to maximizing AI's potential within the creative domain.