Harmony in dissonance

: the impact of AI transparency on consumer acceptance in the music industry

Abstract

The use of Generative artificial intelligence (AI) in creative industries is trending right now and has become more common in the last years, giving consumers and artists reason to worry about its ethical implementation into creative processes. Based on earlier research on ethics of AI in business, this thesis explores how the use of AI in music production influences consumer acceptance, focusing on the roles of transparency and trust. The predictions of this study were tested quantitatively in form of a normal regression and Hayes9 process models. The data used was collected from an online survey consisting of information about transparency perception towards AI and trust in AI usage in the music industry. The study reveals a significant negative impact of AI use on acceptance, highlighting persistent skepticism toward AI in creative processes. Transparency was found to be insufficient in mitigating this effect, while trust emerged as a critical factor, reducing resistance among individuals with higher trust in AI. These findings emphasize the need to build consumer trust in AI rather than relying solely on transparency to enhance consumer acceptance of AI. This study provides valuable insights for practitioners and researchers in navigating the integration of AI into creative industries, with a specific focus on marketing strategies that stress the possibilities that AI offers when integrating rather than replacing human creative process. Moreover, practitioners should not only rely on being transparent but focus on building trust in AI systems by educating audiences about capabilities and limitation of AI.

Date of Award	11 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rosa Fioravante (Supervisor)