Persepsi Pekerja Kreatif Terhadap Pemanfaatan Artificial Intelligence (AI) dalam Proses Kreatif Pembuatan Poster Iklan di Kota Medan

Abstract

The research is titled "Creative Workers' Perceptions of the Utilization of Artificial Intelligence (AI) in the Creative Process of Advertising Poster Design." The purpose of this study is to explain how creative workers perceive the use of artificial intelligence (AI) in the creative process of advertising poster design in Medan and to identify the factors that shape these perceptions. This study employs a qualitative research method. The theories and concepts used include perception, creative workers, advertising, the creative process in advertising, artificial intelligence, and the theory of technological determinism. Data collection was conducted through interviews with four informants. Three of them are creative workers specializing in graphic design, while one is both a graphic designer and a creative principal. The findings of this study are twofold. First, creative workers’ perceptions of AI utilization in the creative process of advertising poster design are divided into two categories: positive perceptions and negative perceptions, which are marked by acceptance or rejection of AI utilization. Second, the factors shaping creative workers’ perceptions of AI use in the creative process are classified into internal and external factors. Internal factors include experience, needs, assessment, and expectations, while external factors consist of appearance, stimulus characteristics, and environmental conditions.