Adoption of Artificial Intelligence in Filmmaking: A Diffusion of Innovation Perspective

Abstract

ABSTRACT

DOI : https://doi.org/10.82471/7t7hh-tak67

Artificial Intelligence (AI) is changing its role from a tool to a collaborative partner in creative practices, particularly in Filmmaking. The current study investigates the perceptions, learning interests and adoption behavior of Generation Z film and media students towards AI in filmmaking. This study was conducted among 120 undergraduate and postgraduate students who are enrolled in film and media subjects. All the participants are engaged in filmmaking at various levels. The study is grounded in the Diffusion of Innovation theory by conceptualising AI as an innovation and studying its adoption among the students.

The results state that even though the learning interest (75%) is high, AI adoption remains limited. The correlation analysis states that there is a significant relationship between perceived value and learning interest (r = 0.337, p < .05). As per the regression analysis, neither the perceived value nor learning interest significantly predicts the adoption behaviour. The study clearly highlights the gap between attitudinal acceptance and behavioural adoption.

The study has identified key barriers, including limited technical exposure, ethical dilemmas and accessibility constraints. The study results positioned students within the persuasion-to-decision stage of the Diffusion of Innovation process. The study contributes to the literature on human-AI co-creation by focusing on the development of academic discourse and structured training in AI for film and media students.

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