Barriers and Drivers of Use of Artificial Intelligence in the Sphere of Creative Industries

Student: Kudryavtseva Darya

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2024

The present research is aimed at studying and identifying key barriers and drivers of the use of artificial intelligence in the field of creative industries in Russia. The issue of introducing artificial intelligence into creative processes will remain open due to a significant number of factors that can contribute to both accelerating the decision on the need to use AI in work, and completely abandoning it. Since there are few relevant studies, for a deeper understanding of the problem, a survey and interview method with representatives of the creative industries in the Russian Federation are proposed in order to identify barriers and drivers to the use of AI in work, which are considered through the prism of E. Rogers’ theory of Diffusion of Innovations.

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