What is it about?

This study looks at why people working in creative fields—like design, marketing, or the arts—choose to use Generative Artificial Intelligence (Gen AI) tools. These tools can help with tasks like creating images or generating ideas. The researchers found that people are more likely to use Gen AI when they believe it will improve their work and when they trust the brand behind the tool. Surprisingly, being familiar with a well-known brand doesn't always encourage use—it can sometimes have the opposite effect. The study used surveys from professionals in the U.S. and Spain to understand these behaviors and suggests ways companies can better support the use of Gen AI in creative industries.

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Why is it important?

This study is one of the first to combine technology adoption models with brand perception to understand how creative professionals decide whether to use Generative AI tools. At a time when AI is quickly entering artistic and design fields, knowing what encourages or discourages its use is vital. The research highlights that trust in a brand can boost AI adoption, while brand recognition may sometimes backfire. These insights help tech developers and creative companies design better strategies to support ethical and effective AI integration into creative work.

Perspectives

As a researcher deeply involved in the intersection between artificial intelligence and human creativity, I found this study especially meaningful. It allowed me to explore not only how creative professionals adopt new technologies, but also how trust and perception of brands influence these decisions. Personally, I was surprised by the negative role that brand recognition can play—something we often assume to be a strength. This insight challenges us, as educators and innovators, to rethink how we build and communicate new technological tools. For me, this publication is a step toward fostering more responsible and human-centered innovation in the creative industries.

Dr. Cintia Pla-Garcia
Universitat Oberta de Catalunya

Read the Original

This page is a summary of: Acceptance of Generative AI in the Creative Industry: Examining the role of Brand Recognition and Trust in the AI adoption, Retos, April 2025, Salesian Polytechnic University of Ecuador,
DOI: 10.17163/ret.n29.2025.01.
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