Investigating Consumer Perception and Speculative AI Labels for Creative AI Usage In Media

Sammanfattning: The growing importance of Creative AI and its uncertain impact on people necessitates more research. Current studies mainly focus on technical aspects, neglecting consumer perspectives. This study seeks to explore consumer perceptions of Creative AI in consumer media and introduces speculative labeling as a potential solution to empower consumer choice. Through Content Analysis of 32 Creative AI tools and a survey of 40 respondents, insights on AI’s value, potential job displacement, and the need for AI usage disclosure emerged. These findings informed a workshop with 7 participants using the newly proposed N-Speculation method and uncovered consumers’ bias against AI but indifference toward creators. Factors like cost, quality, and the creator (AI or Human) affect purchase decisions. Consumers favor labeling with clear pictograms and detailed AI usage information. These findings advance our understanding of consumer preferences and highlight the need for more consumer-centric Creative AI research. This research underscores the importance of education, addressing bias, and supporting the growth of Creative AI for all stakeholders