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JURNAL KOMUNIKASI INDONESIA

Abstract

This study explores how stakeholders in the Indonesian film industry perceive the emergence and use of artificial intelligence (AI). Framed by Roger's Diffusion of Innovation theory, this study explores how artificial intelligence (AI) is positioned as an emergent technological innovation, spreading via communication channels across the film industry's social ecosystem. This approach illuminates how distinct categories of adopters collectively construct the meaning of AI and shape their varied responses to its encroachment on creative labour. Employing a qualitative descriptive approach, the study draws on data from two Focus Group Discussions involving directors, actors, government experts, academics, emerging filmmakers, students, and film festival organizers. Thematic analysis identified three key themes: AI adaptation across the innovation adoption spectrum, the tension between productivity and artistic work, and AI as a catalyst for new job creation. The findings indicate that although AI offers substantial gains in efficiency, stakeholders consistently view human creativity, emotional authenticity, and artistic expression as irreplaceable. This study contributes to understanding AI integration in creative industries from the perspective of practitioners in the Global South. These findings offer new insights by demonstrating that AI integration in the creative industries of the Global South is not merely a technical transition but a complex negotiation of creative values and artistic control. The study implies that future policies should focus on developing inclusive human-AI collaboration models that prioritize originality and protect the intellectual property rights of film practitioners.

Keywords: artificial intelligence, film industry, stakeholder perceptions, qualitative research

Bahasa Abstract

Studi ini mengeksplorasi bagaimana para pemangku kepentingan di industri film Indonesia memandang kemunculan dan penggunaan kecerdasan buatan (AI). Dengan menggunakan Teori Diffusion of Innovation karya Roger, studi ini mengeksplorasi bagaimana kecerdasan buatan (AI) diposisikan sebagai inovasi teknologi yang muncul dan menyebar melalui saluran komunikasi di seluruh ekosistem sosial industri film. Pendekatan ini menerangkan bagaimana kategori pengadopsi yang berbeda secara kolektif membangun makna untuk AI dan membentuk respons mereka yang beragam tentang perambahannya terhadap tenaga kreatif. Dengan menggunakan pendekatan deskriptif kualitatif, studi ini mengacu pada data dari dua diskusi kelompok terfokus yang melibatkan sutradara, aktor, pakar pemerintah, akademisi, pembuat film baru, mahasiswa, dan penyelenggara festival film. Analisis tematik mengidentifikasi tiga tema utama: adaptasi AI di seluruh spektrum adopsi inovasi, ketegangan antara produktivitas dan karya seni, serta AI sebagai katalis untuk penciptaan lapangan kerja baru. Temuan menunjukkan bahwa meskipun AI menawarkan manfaat efisiensi yang signifikan, para pemangku kepentingan tetap berpendapat bahwa kreativitas manusia, otentisitas emosional, dan ekspresi artistik tetap tak tergantikan. Studi ini berkontribusi untuk memahami integrasi AI dalam industri kreatif dari perspektif praktisi di negara Global Selatan. Temuan juga menawarkan wawasan baru dengan menunjukkan bahwa integrasi AI dalam industri kreatif di Global Selatan bukan hanya transisi teknis tetapi juga negosiasi kompleks dari nilai-nilai kreatif dan kontrol artistik. Studi ini menyiratkan bahwa kebijakan masa depan harus fokus pada pengembangan model kolaborasi manusia-AI yang inklusif serta memprioritaskan orisinalitas dan melindungi hak kekayaan intelektual praktisi film.

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