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All Journal AJIE (Asian Journal of Innovation and Entrepreneurship) Airlangga Journal of Innovation Management
Aoyama, Atsushi
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Economics, Econometrics & Finance Social Sciences

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AI Competence’s Impact on Innovation in The Creative Industries: Moderating Role of Individual Creativity Pranandari, Rizka Putri; Aoyama, Atsushi
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.
Creative Industries’ Perspectives on AI’s Potential Impact on Creative Jobs: Qualitative Study on Creative Professionals in Yogyakarta and Surrounding Areas Pranandari, Rizka Putri; Aoyama, Atsushi
Asian Journal of Innovation and Entrepreneurship Volume 10, Issue 2, May 2026
Publisher : UII

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20885/ajie.vol10.iss2.art7

Abstract

The widespread uses of AI in creative industries are unavoidable. Thus, the impacts of AI on human jobs in creative industries are very intriguing to be investigated. This study aims to explore the perspectives of creative professionals regarding to AI’s impacts on human jobs in their respective industries. The qualitative data collected from in-depth interviews on 10 creative professionals are analyzed using thematic analysis approach. Our analysis resulted in eight main themes and 18 categories. There are four important findings to be highlighted from this study. First of all, the positive and negative impacts of AI depend on the quality of human resources. Secondly, the positive and negative impacts of AI also depend on individual’s wisdom and mindset. Third, in principle, AI is merely assistive tools for human and the uses of AI are optional and depending on human’s need. Finally, the diverse opinion about AI’s impact might be influenced by human’s role in the economic system.
Co-Authors pranandari, rizka putri