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Ethics of the Utilization of Artificial Intelligence in Media and Entertainment: Factors that Influence Individuals’ Trust in AI and its Effect on Usage Intention
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Orientador(es)
Resumo(s)
The emergence of Artificial Intelligence (AI) has led to its inclusion in almost every aspect of
our lives, particularly in areas such as medicine, academics, and military. However, two sectors
that have been relatively unexplored and where concerns regarding this subject were recently
heightened are media and entertainment. This thesis explores the ethical challenges of
generative AI usage in the media and entertainment sectors, the factors that influence trust
in AI-powered tools among industry professionals and the general public, and the subsequent
effect of trust on individuals’ behavioral intention to use these tools. A conceptual model was
proposed and empirically tested through Partial Least Squares Structural Equation Modeling
(PLS-SEM) using data collected from an online survey. The findings indicate that behavioral
intention is primarily influenced by functionality trust, characterized by system-like trusting
beliefs (i.e. reliability, functionality, and helpfulness), while being negatively impacted by
perceived risk. Functionality trust was mainly shaped by social influence and perceived ease
of use and was negatively influenced by perceived risk. Perceived risk, in turn, was primarily
dictated by perceived ethicswashing - the belief that media and entertainment companies are
misleading in their ethical claims. For individuals within the media or entertainment sectors,
social influence had a greater impact on trust, while perceived ethicswashing had a more
pronounced effect on perceived risk. This research provides novel insights into the role of
generative AI in reshaping the media and entertainment industries, highlighting the
importance of genuine ethical practices and the critical factors that foster trust in AI-powered
tools.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data Science
Palavras-chave
Generative AI Entertainment Media Ethics Structural Equation Modeling SDG 8 - Decent work and economic growth