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| Perceived Values, Attitudes, and Behavioral Responses of Knowledge Creators towards Generative AI in the Context of Human-AI Competition |
| Jia Mingxia1, Zhao Yuxiang2, Zhang Yan3, Zhang Xiaoyu2, Song Shijie4 |
1.School of Economics and Management, Nanjing University of Science and Technology, Nanjing 210094
2.School of Information Management, Nanjing University, Nanjing 210023
3.Research Institute for Data Management & Innovation, Nanjing University, Suzhou 215163
4.Business School, Hohai University, Nanjing 211100 |
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Abstract Generative artificial intelligence (GAI) is reshaping traditional content and knowledge creation paradigms while intensifying competition between human knowledge creators and the evolving capabilities of GAI. Previous research has focused on the broad economic impacts of GAI on labor markets; however, it has largely ignored the personal experiences of creators adapting to this technology. This study addresses this gap by exploring the values, attitudes, and behaviors of creators toward GAI using a value-attitude-behavior framework and innovation diffusion theory. Through a grounded theory approach and data from interviews and online texts, the study reveals the following findings. (1) GAI leads to both substitution and complementarity effects, with creators progressing through phases from initial contact to competitive symbiosis. (2) Competitive pressure is influenced by professional, technical, and organizational factors but can be mitigated by intrinsic satisfaction and a sense of technological identity; however dependency on GAI may increase this pressure. (3) The attitude of creators toward GAI, which affects their behavioral responses, evolves over time. (4) Individual traits, organizational support, and social influence drive changes in the experiences and responses of creators. This study offers insights into the co-evolution of human knowledge creators and GAI as well as provides practical guidance for designing human-AI interactions and managing knowledge services.
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Received: 30 August 2024
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