Cre-AI-tivity is a multidisciplinary research project exploring how professionals in the creative sector adopt and integrate generative artificial intelligence (GenAI) into their workflows. This project combines empirical research, conceptual frameworks, and case studies to examine the opportunities, challenges, and ethical implications of AI in artistic and creative contexts.
Cre-AI-tivity es un proyecto de investigación centrado en cómo los profesionales de las industrias creativas adoptan la inteligencia artificial generativa (GenAI). Liderado por Dominika Weglarz y co-dirigido por Cintia Pla-García y Ana Jiménez-Zarco, el estudio identifica tres modos de creación con IA: contenido generado por IA, co-creado y mejorado. A través del modelo UTAUT y factores de confianza de marca, analiza qué motiva o dificulta su uso. Sus hallazgos se han difundido en conferencias internacionales, publicaciones científicas y materiales visuales. El proyecto promueve una integración crítica y responsable de la IA en el ámbito creativo.Cre-AI-tivity is a research project focused on how professionals in the creative industries adopt generative artificial intelligence (GenAI). Led by Dominika Weglarz and co-supervised by Cintia Pla-García and Ana Jiménez-Zarco, the study identifies three modes of AI-driven creation: AI-generated, AI co-created, and AI-enhanced content. Using the UTAUT model and brand trust factors, it analyzes the drivers and barriers to AI adoption. Findings have been disseminated through international conferences, academic publications, and visual materials. The project promotes a critical and responsible integration of AI in the creative sector.
- Poster: Cre-AI-tivity, British Academy of Management (BAM)
- Journal Article: Acceptance of Generative AI in the Creative Industry – Retos Revista
- Conference: Rii Forum 2025
- Springer Book Chapter (under review)
- Doctoral Thesis (Weglarz, 2025)
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✨ Let’s co-create the future of creativity with AI — critically, ethically, and inclusively. Cre-AI-tivity is a research project focused on how professionals in the creative industries adopt generative artificial intelligence (GenAI). Led by Dominika Weglarz and co-supervised by Cintia Pla-García and Ana Jiménez-Zarco, the study identifies three modes of AI-driven creation: AI-generated, AI co-created, and AI-enhanced content. Using the UTAUT model and brand trust factors, it analyzes the drivers and barriers to AI adoption. Findings have been disseminated through international conferences, academic publications, and visual materials. The project promotes a critical and responsible integration of AI in the creative sector.
