Cultural Sensitivity and AI Adoption: Exploring the Willingness to Embrace AI-Generated Content

Using Artificial Intelligence (AI) in the cultural domain can be risky — AI-generated content might not always align with a society’s values. That’s why it’s important to understand whether people trust and engage with AI-generated content as compared to content generated by humans in the cultural domain, which will then explain their willingness to use AI for cultural purposes. This is the primary research objective of our study. We conducted a survey in the United Arab Emirates (UAE) to examine the effect of factors impacting the trust and engagement of AI-generated content compared to human-created content in the context of the cultural domain. Results indicate that a prior familiarity with AI-generated content did not have a significant effect on engagement or trust in AI-generated content. Instead, factors such as users’ attitude towards AI-generated content and its perceived accuracy, and anxiety related to using AI-generated content significantly influenced engagement and trust, which in turn impacted the willingness to use AI for cultural content.