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DARI KREATIVITAS MANUAL KE OTOMATISASI: DINAMIKA KONTRIBUTOR KOMUNITAS ADOBE STOCK MENGHADAPI ARTIFICIAL INTELLIGENCE
The development of Artificial Intelligence (AI) technology has brought significant changes to the production process of digital works within the creative industry. One of the sectors impacted is the microstock industry, which comprises online platforms where creators sell and buy digital assets such as images and videos. This study aims to identify how microstock contributors in the Adobe Stock Indonesia Community perceive the presence of AI, analyze the challenges they face, identify supporting and inhibiting factors in producing their work, and formulate their adaptation strategies. This study utilizes a qualitative method with a case study approach. Data collection techniques were conducted through interviews, observation, and documentation. The findings were analyzed using the Symbolic Interactionism theory introduced by Herbert Blumer. The results show that contributors perceive AI as an opportunity, a threat, or with ambivalence. Adaptive contributors perceive AI as an efficiency tool, a source of inspiration, and an innovation in the creative industry. Meanwhile, some manual contributors view AI as a tool that can threaten copyright, violate ethics, and damage the microstock market ecosystem. Furthermore, there is an ambivalent attitude, where some contributors recognize the potential of AI but restrain themselves due to doubts regarding the legality of such works. The presence of AI technology exposes contributors to various dynamic challenges, both structurally and psychologically. These challenges include content spamming practices, microstock market saturation, regulatory uncertainty on the Adobe Stock platform, feelings of burnout, idea stagnation, and loss of motivation. The production process is influenced by supporting and inhibiting factors. Supporting factors are driven by economic motivation, work flexibility, and community support. Meanwhile, inhibiting factors arise from external pressures such as fluctuating algorithms, intense competition, laziness, and limited design skills among AI users. As a response to these dynamics, contributors carry out various adaptations. The group that embraces AI integrates the technology further into their creative process and combines it with manual techniques. Conversely, the group that rejects AI chooses to strengthen the identity of their manual works. Meanwhile, the ambivalent group takes a cautious approach by observing situational developments first and limiting their use of AI. Overall, these dynamics indicate that the presence of AI does not eliminate the human role. Instead, this condition encourages the emergence of meaning negotiation processes and the formation of new adaptations to survive amidst automation in the creative industry.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107020022 Khusnun Nisak Assalami
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