Investigating factors influencing individuals’ engagement with generative AI tools

Sammanfattning

The increasing prevalence and familiarity of Artificial Intelligence (AI) significantly impact various life aspects, particularly in the creative domain. Understanding perspectives and motivations towards AI, especially among artistic individuals, is crucial due to the substantial influence of this technology on their work. This paper investigates attitudes toward AI and the factors driving the use of generative AI in creative processes. The study aims to determine if attitudes toward AI impact the motivation to utilize generative AI. Data were collected using the General Attitudes Towards Artificial Intelligence Scale (GAAIS) and the Motivational Factors Toward Generative AI Usage Measurement Scale (Gen-AI Scale). Results indicate that all six positive motivational factors equally influence the intention to use generative AI in creative fields, though they have only a moderate positive impact. Additionally, while the entire group showed notable differences between GAAIS and Gen-AI Scale scores, the distinction between artists and non-artists was not significant.