Haste Makes Waste: A Moderated Mediation Model of the Mechanisms Linking Artificial Intelligence Advancement to Film Firm Performance

Artificial intelligence (AI) has emerged as a transformative force in the modern film industry, revolutionizing production processes and redefining audience experiences. This study delves into the mechanisms through which AI advancement impacts film firm performance, with a focus on the mediating roles of innovation speed and quality, and the moderating effect of human-machine collaboration. Employing a resource-based view, we construct a moderated mediation model and analyze data from 355 global film firms. Our findings reveal that AI advancement positively influences film firm performance, with innovation quality serving as a significant mediator. However, the mediating role of innovation speed is not pronounced. Moreover, the degree of human-machine collaboration positively moderates the relationships between AI advancement and both innovation speed and quality. However, its moderating role between AI advancement and firm performance is not significant. The study underscores the theoretical and practical implications of utilizing advanced AI to foster innovation and competitive advantage in film firms.