AI in Art Industry: Will it be Accepted in Creative Industries and Change the Market?

Artificial Intelligence Generated Content (AIGC) is text, images, and even music-generated content generated by artificial intelligence technology. This innovation has significantly improved efficiency in content production, but it also raises concerns about its potential impact on creativity and the workforce within the creative industries. Many face challenges in understanding and adopting AIGC technologies, fearing that they may disrupt traditional creative processes and risks related to quality and originality. This study aims to evaluate the acceptance of AIGC technology in the Indonesian creative industry. The model framework used is the Unified Theory of Acceptance and Use of Technology (UTAUT), which consists of behavioral intention, performance expectancy, effort expectancy, facilitating condition, and social influence variables. There is also an addition of variables analyzed, such as perceived risk and perceived anxiety. This study analyzes the factors that influence the adoption of AIGC. The author collected data through a survey of creative industry players. Data was collected by distributing online questionnaires, and creative industry players in Indonesia recruited 176 respondents. This study used non-probability sampling techniques, specifically purposive sampling techniques. The data was processed using SMART-PLS3 software to carry out further analysis. The results of this research are expected to provide insight for entities within the creative industry in implementing AIGC technology, as well as increase understanding of the acceptance of AI technology in sectors that depend on creativity.