Abstract
Recently, GAN-based AI painting tools, like Midjourney and Stable Diffusion, are making a huge impact among the designer community due to their rapidly advancing painting effects and their generalizability to various design fields. However, the attitude and behavioral intention of designers towards AI painting tools vary greatly across fields. This study focuses on exploring the influential factors of attitude and behavioral intentions of AI painting tools for designers from various fields. Through semi-structured interviews with 9 designers from 5 different fields, we propose an extended UTAUT model, which highlights three factors, namely, design focus (appearance, operation or meaning), AI anxiety and AI literacy. This study provides a better understanding of the attitude and behavioral intention of designers in various fields toward AI painting tools, and practical guidance for motivating designers’ use as well as for developing product design and marketing strategy of AI painting tools.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
