TECHNOLOGICAL PERCEPTION AND ADOPTION OF ARTIFICIAL INTELLIGENCE IN REGIONAL CREATIVE AGENCIES: AN ANALYSIS OF SIMPLICITY, COMPATIBILITY, AND PERCEIVED VALUE
DOI:
https://doi.org/10.56238/revgeov17n6-031Keywords:
Diffusion of Innovations, Technological Acceptance, Digital TransformationAbstract
The rapid rise of generative artificial intelligence imposes structural and identity challenges on creative industries, especially in contexts outside major global hubs. This study aims to analyze technical perception and the determining factors for AI adoption in regional advertising agencies, based on the Technology Acceptance Model (TAM) and the Diffusion of Innovations Theory. Methodologically, the research is characterized as a qualitative and exploratory study conducted with managers and creatives from agencies located in regional centers. Data collection instruments included semi-structured interviews, submitted to content analysis. Research risks are considered minimal, limited to preserving the institutional confidentiality of the participating companies. The results demonstrate that while simplicity and operational compatibility facilitate the introduction of tools, perceived value is strained by the paradox of creative autonomy, where algorithmic efficiency confronts human authorship. It is concluded that adoption in regional contexts is mediated by a specific cultural resistance, suggesting that successful technological integration depends on redefining creative skills rather than just technical infrastructure. The study contributes to the fields of Regional Development and Management by mapping the specificities of digital transformation in peripheral markets.
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