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All Journal Masyarakat, Kebudayaan dan Politik Airlangga Journal of Innovation Management
Rizka Putri Pranandari
Graduate School of Technology Management, Ritsumeikan University
Arts Humanities Economics, Econometrics & Finance Social Sciences

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AI Competence’s Impact on Innovation in The Creative Industries: Moderating Role of Individual Creativity Rizka Putri Pranandari; Atsushi Aoyama
Airlangga Journal of Innovation Management Vol. 6 No. 3 (2025): Airlangga Journal of Innovation Management
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/ajim.v6i3.74787

Abstract

This research aims to investigate the relationship between Artificial Intelligence (AI) competence and innovation, as well as the moderating effect of creativity in the context of Indonesian creative industries. The objectives are accomplished by conducting surveys and analyzing the data using a quantitative approach. The samples are people who are working in various sectors of the creative industries in Indonesia, with a minimum age of 18. The data was collected by using a non-probability, convenience sampling method. 268 completed questionnaires were collected from the eligible samples. The results of hypothesis testing using PLS-SEM indicate that AI competence has a significantly positive impact on innovation. While individual creativity moderates the relationship between AI competence and innovation. Intriguingly, this moderating effect goes in the negative direction. For the theoretical implication, the effect of creativity in enhancing competence, especially in using new technology, should be studied further by more rigorous research. In addition, this research suggests that the creative industries stakeholders should provide sufficient training for creative workers, allowing them to develop their competence in using AI programs related to their job or tasks.
Fostering creative workers’ creativity amidst AI-driven technological change: Investigating the roles of AI competence, AI self-efficacy and attitudes toward AI Rizka Putri Pranandari; Atsushi Aoyama
Masyarakat, Kebudayaan dan Politik Vol. 39 No. 3 (2026): Masyarakat, Kebudayaan dan Politik
Publisher : Faculty of Social and Political Science, Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/mkp.V39I32026.338-353

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.
Co-Authors Atsushi Aoyama