AI Competence’s Impact on Innovation in The Creative Industries: Moderating Role of Individual Creativity
This research aims to investigate the relationship between AI competence and innovation with moderating effect of creativity in the context of Indonesian creative industries. We try to accomplish the objective by conducting surveys and analyzing the data using quantitative approach. Our samples are those who are working in various kinds of creative industries in Indonesia with minimum age of 18. In addition, our samples should be those who are involved in the planning or design processes of creative product, and more or less helped by AI in doing their task. These additional criteria are set in order to assure that our samples have something to do with innovation in their organization or own business, and have sufficient understanding about what AI is. We have collected 268 completed questionnaires from the eligible samples. The results of hypothesis testing using PLS-SEM indicates that AI competence has a positive significant impact on innovation. While individual creativity moderates the relationship between AI competence and innovation. Intriguingly, this moderating effect goes to the negative way. We suggest that the creative industries stakeholders provide sufficient training for creative workers allowing them to develop their competence in using AI program related to their job or tasks.
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