Abstract
This study explores the perceptions of artificial intelligence (AI) within the creative sector of the United Arab Emirates (UAE) based on 13 semi-structured interviews and a survey with 224 participants among media professionals and their stakeholders. The findings indicate considerable enthusiasm surrounding AI’s potential to augment creativity and drive operational efficiency, a perspective that the study’s participants share. However, there are also apprehensions regarding job displacement and the necessity for strategic upskilling. Participants generally regard AI as an unavoidable technological influence that demands adaptation and seamless integration into daily workflows. The study underscores the disparity between the UAE’s government-led digital transformation objectives and the actual implementation within organizations, underscoring the urgent need for cohesive strategic alignment. The findings caution that the absence of clear directives and strategic planning may precipitate a new digital schism, impeding progress in the sector.
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