Applied Sciences (Jul 2024)
Barriers to Industry Adoption of AI Video Generation Tools: A Study Based on the Perspectives of Video Production Professionals in China
Abstract
In recent years, the rapid advancement of artificial intelligence (AI) in the video sector has captured widespread attention. Despite the proliferation of AI video generation tools targeted at general consumers, there remains a gap in addressing the specialized requirements and advanced functionalities sought by industry professionals. This study aims to identify and overcome the barriers hindering the adoption of AI video tools in the Chinese video industry, thereby facilitating their seamless integration. The research unfolded in two phases employing a comprehensive methodology. Initially, we delineated the industry’s video usage standards, drawing upon both established norms and insights gleaned from seasoned industry experts through focus group interviews. These insights informed the formulation of semi-structured interview questions. Subsequently, in-depth semi-structured interviews were conducted with ten Chinese industry experts, leading to the identification of eight primary adoption barriers: innovation, market demand, technological maturity, cross-disciplinary collaboration, ethics and privacy, public acceptance, data security and copyright, and global perspectives and localization. In the second phase, a detailed questionnaire survey involving 401 Chinese industry practitioners validated these factors. A data analysis underscored the significant impact of these eight factors on industry adoption, particularly emphasizing technological maturity. Furthermore, exhaustive examinations and discussions were undertaken for each identified barrier. The findings of this study theoretically bridge the gaps in understanding the impediments to the application of AI video generation tools in the video industry. They offer valuable insights into the current application landscape and furnish pertinent suggestions for advancing technology promotion and development in the future. Ultimately, this research aspires to augment the integration and utilization of AI technology within the Chinese video production industry, thereby propelling its progress and development forward.
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