Acceptance of Generative AI in the Creative Industry: Examining the role of Brand Recognition and Trust in the AI adoption

Acceptance of Generative AI in the Creative Industry: Examining the role of Brand Recognition and Trust in the AI adoption

This study explores the factors influencing the adoption of Generative AI text-to-image tools in the creative industry, using an extended Unified Theory of Acceptance and Use of Technology (UTAUT) model. The objective is to assess how brand recognition and trust, alongside performance expectancy, e...

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Bibliographic Details
Main Authors: Dominika Weglarz, Cintia Pla-Garcia, Ana Isabel Jiménez-Zarco
Format: Article
Language:English
Published: Universidad Politécnica Salesiana 2025-04-01
Series:Retos: Revista de Ciencias de la Administración y Economía
Subjects:
Generative Artificial Intelligence
UTAUT
Brand Recognition
Brand Trust
Creative Industries
Adobe
Online Access:https://sophia.ups.edu.ec/index.php/retos/article/view/9994
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https://sophia.ups.edu.ec/index.php/retos/article/view/9994

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