Fostering creative workers’ creativity amidst AI-driven technological change: Investigating the roles of AI competence, AI self-efficacy and attitudes toward AI

Abstract

The creative industries, whose human resources utilize their creativity to create products, are adaptable to new technologies. Some studies suggest that artificial intelligence (AI) may collaborate with human creators in the co creation of creative works. This study’s primary goal is to scrutinize the effects of AI competence, AI self-efficacy, as well as attitudes toward AI on individual creativity. This quantitative investigation employed PLS-SEM as the main analytical tool. The sample consisted of creative professionals in Indonesia who were, to some extent, assisted by AI when performing their tasks. Paper-based and online-based surveys were utilized simultaneously to collect a sample of 295 eligible respondents. The results of the PLS-SEM analysis suggest that AI competence positively affects individual creativity. In addition, the results indicate that the moderating roles of AI self-efficacy, as well as attitudes toward AI in the AI competence-creativity relationship, are not significant. Based on the literature search, this study is presumed to be a pioneering investigation of the relationships among creativity, AI-related competence, self-efficacy, and attitudes among Indonesian creative workers. This study recommends that stakeholders in the creative industries pay greater attention to providing AI-related literacy and competence training programs to creative workers.