Persepsi Fotografer tentang Pemanfaatan Artificial Intelligence (AI) dalam Proses Kreatif dan Pengembangan Karya Fotografi di Kota Medan

Abstract

This research is entitled “Photographers’ Perceptions about the Use of Artificial Intelligence (AI) in the Creative Process and the Development of Photographic Works in Medan City.” The focus of this study is to explore how photographers interpret the use of Artificial Intelligence technology in their creative processes and to identify the perceived benefits and challenges in practical application. The purpose of this study is to describe photographers’ perceptions of Artificial Intelligence, examine the factors that influence acceptance or rejection, and analyse its impact on visual style and the development of photographic works. This study employs a descriptive qualitative approach through in-depth interviews with seven active professional photographers in Medan City. The theoretical framework used is the Technology Acceptance Model (TAM), which includes perceived usefulness (PU), perceived ease of use (PEOU), attitude toward use (ATT), behavioural intention (INT), and external factors (EF). The findings show that photographers in Medan have diverse perceptions. Most commercial photographers support the use of Artificial Intelligence because it enhances efficiency, speeds up editing processes, and aids creative exploration. In contrast, photojournalists prefer traditional methods, emphasising originality, visual honesty, and professional ethics. External factors such as community influence, personal experiences, and market demands also shape photographers’ perceptions and decisions. This study provides theoretical contributions to the understanding of technology adoption in visual arts, as well as practical recommendations for the ethical and wise application of Artificial Intelligence in photography.