EXPLORATION AND ADOPTION OF THE GENERATIVE AI IN DIGITAL MEDIA PRODUCTION: A RURAL PERSPECTIVE
DOI:
https://doi.org/10.29121/shodhkosh.v5.iICITAICT.2024.1328Keywords:
Artificial Intelligence (AI), Generative AI, Digital Media Production, Adoption, Rural Communities, AI Literacy and Transformative PotentialAbstract [English]
Artificial intelligence (AI) has brought about transformative changes across numerous industries, digital media production included. Through its implementation, automated workflows and groundbreaking creative solutions have become integral components of modern production methods. The potential of generative AI to streamline workflows and enhance creativity has garnered attention across industries. However, the adoption of generative AI in digital media production is not uniform, and understanding its uptake from diverse perspectives is essential for comprehensive insights. Rural communities, characterized by distinct socio-economic contexts and infrastructural limitations, present a unique lens through which to examine the adaptation of generative AI. This research endeavours to investigate the exploration and adoption of generative AI in digital media production, specifically focusing on rural communities. By employing a mixed-method approach involving surveys and in-depth interviews, the study seeks to evaluate the awareness, usage, and perception of generative AI applications among rural students. Assessing these factors not only sheds light on the current landscape but also offers implications for future interventions and policies aimed at fostering AI literacy and innovation in rural areas. This research inquiry seeks to enhance our comprehension of AI adoption dynamics in rural settings. By doing so, it aims to support informed decision-making and targeted interventions to effectively utilize generative AI's transformative capabilities in digital media production.
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