Understanding graphic designers’ usage behavior of generative artificial intelligence tools

Purpose The rapid development of generative artificial intelligence has witnessed its widespread integration across various industries, contributing to enhanced productivity. However, a comprehensive exploration of the underlying factors influencing the behavior of graphic designers in employing such tools remains incomplete. This research aims to amalgamate the IDT theory with the UTAUT2 model to construct a structural model, delving into the factors affecting graphic designers’ behavior in using GenAI tools. Design/methodology/approach A survey was conducted with 394 respondents, and the results were analyzed using PLS-SEM. Findings The findings reveal that most factors proposed in both the UTAUT2 and IDT theories exert positive influences. Notably, the study highlights that AI anxiety significantly influences designers’ usage behavior. Originality/value This research provides a theoretical foundation and practical guidance for both graphic designers and AI developers.