The Impact of Artificial Intelligence Technologies on Creativity: An Examination in the Context of Intention to Adopt AI, AI Self-Efficacy, Perceived Quality, and Performance Expectation.
TL;DR
It is shown that students' perception of artificial intelligence as a reliable, useful, and manageable tool supports their integration of this technology into their creative processes and leads to higher creative performance.
Abstract
Generative artificial intelligence (GAI) has impacted knowledge generation, problem-solving, and content development processes in numerous fields, from education to media and creative industries. These impacts raise the question of how AI tools influence the creative performance of university students in particular.This study aims to examine the effects of perceived quality, AI self-efficacy, and perceived usefulness on willingness to use AI and creativity, and to test the mediating role of AI adoption intention in these relationships. The research involved a survey of university students over 18 years of age studying communication in Turkey. 385 valid data points were obtained using simple random sampling and analyzed. After completing reliability and validity analyses of the measurement tools, structural equation modeling was used to test the relationships between variables. The findings show that perceived quality, self-efficacy, and perceived usefulness have positive effects on creativity; furthermore, AI adoption intention plays a partial mediating role in these relationships. In conclusion, the study showed that students' perception of artificial intelligence as a reliable, useful, and manageable tool supports their integration of this technology into their creative processes and leads to higher creative performance. The results offer significant theoretical and practical contributions to both educational policies and AI-assisted learning designs.