User Motivations and Acceptance of Generative AI In Media: A Literature Review

Lately, Generative Artificial Intelligence (GenAI) has taken rapid strides in outdoing media production by autonomously generating text, images, audio, and video. With these GenAI tools increasingly entering the creative workflows, users' perceptions and motivations for technology adoption need to be understood. The aim of this research is to conduct a systematic review of literature that identifies user motivation alongside significant acceptance factors determining the use of generative AI for media-related work. This particular study reviewed 40 peer-reviewed articles published from 2018 until 2024. The results indicate that motivating factors for the use of GenAI include increased productivity, enhanced creativity, generation of personalized content, and ease of use. Conversely, acceptance depends largely on perceived usefulness, content quality, trust, and transparency. Hindrances on the contrary consist of fears of job loss, ethical issues, content homogenization, and intellectual property rights (IP). As described in the study, GenAI is mostly perceived as an aid that facilitates human creativity rather than something that substitutes it. However, acceptance varies with the ethical measures one has in place and the level of trust given by the users. This paper integrates a significant amount of literature and outlines ways to foster responsible and user-centered deployment of generative AI within the media industries. The main contribution of this study lies in providing a synthesized thematic framework that captures user motivation, acceptance factors, and concerns, offering insights to developers, media professionals, and policymakers for designing more ethically aligned and user-oriented GenAI tools