TITLE:
AUTHORS:
Atakiti, Ifeoluwa O. (PhD), Ahanotu, Ijeoma S.
Page: 220-241 Vol: 19 Issue: 09 Year: 2024
ABSTRACT
The global advertising industry, has been infiltrated by digital technologies, including artificial intelligence (AI), and has seen several applications. This chapter investigates the awareness, attitude, and adoption of artificial intelligence (AI) for content creation within advertising agencies in Lagos State using the Stimulus-Organism-Response (SOR) Model and the Technology Acceptance Model (TAM). The study used a mixed-methods approach incorporating qualitative interviews and quantitative surveys with 10 management staff and 61 creatives within the agencies. Total enumeration of all creatives was done and the study recorded a 100% response rate. Cronbach’s Alpha reliability ranges from 0.723 to 0.868. Findings revealed that awareness of AI positively influenced attitude towards AI for content creation (R2= 0.244). Awareness of AI was revealed to not significantly influence the adoption of AI tools in advertising agencies (R2= 0.008). It was concluded that although attitudes towards AI for content creation were positive, extent of adoption remains low, hindered by challenges such as data privacy concerns, budget constraints, and compatibility issues. The study recommended targeted awareness initiatives and strategic interventions to overcome adoption barriers and foster innovation within the advertising industry.
Keywords:
Adoption, Advertising Agencies, Artificial Intelligence, Attitude, Awareness, Content Creation.
Received: 15 August 2024
Accepted: 05 September 2024
Published: 17 September 2024
