Paper Type

Short

Paper Number

PACIS2025-1946

Description

The integration of artificial intelligence in creative industries holds significant promise for transforming workflows, enhancing innovation, and driving business value. However, a clear understanding of how AI can be effectively implemented and utilized to realize this potential remains limited. Drawing on affordance-actualization theory, this study identifies four key AI affordances, namely generative, regulatory, analytical, and operational, and investigates how organizations actualize these capabilities to achieve desired business outcomes. By offering insights into the dynamic interplay between AI and organizational contexts, this research contributes to bridging the knowledge gap on effectively leveraging AI to foster creativity and attain strategic goals in industries traditionally driven by human ingenuity.

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Jul 6th, 12:00 AM

Realizing AI’s Potential: A Study of Affordance Actualization in Creative Industries

The integration of artificial intelligence in creative industries holds significant promise for transforming workflows, enhancing innovation, and driving business value. However, a clear understanding of how AI can be effectively implemented and utilized to realize this potential remains limited. Drawing on affordance-actualization theory, this study identifies four key AI affordances, namely generative, regulatory, analytical, and operational, and investigates how organizations actualize these capabilities to achieve desired business outcomes. By offering insights into the dynamic interplay between AI and organizational contexts, this research contributes to bridging the knowledge gap on effectively leveraging AI to foster creativity and attain strategic goals in industries traditionally driven by human ingenuity.