Artificial Intelligence and Creative Work in the Swedish Gaming Industry

Sammanfattning

The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear of replacement. Respondents emphasized the irreplaceable value of human judgment, emotional depth, and contextual nuance. Rather than threatening creative roles, Gen-AI is predominantly seen as a collaborative assistant. The study concludes that for Gen-AI to be embraced, it must align with creative intent and preserve user agency. By contextu-alizing these insights within Sweden’s technologically advanced gaming sector, this work contributes to a growing call for human-centered, responsible AI design in creative profes-sions.