Unveiling the factors influencing AIGC intention among marketers and its impact on marketing creativity

Purpose This study investigates the factors driving marketers’ intention to use AI-generated content (AIGC) and examines how this intention shapes marketing creativity, drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT). Specifically, it analyzes the effects of social influence, facilitating conditions, performance expectancy, effort expectancy and AI bias concern on marketers’ AIGC intention, while also exploring the moderating role of AI self-efficacy in the relationship between AIGC intention and marketing creativity. The research aims to enhance marketers’ AIGC intention, thereby fostering creativity in their marketing work. Design/methodology/approach This study conducted an empirical analysis with 539 valid samples from marketers using a questionnaire survey method. Through structural equation modeling, it explores the factors driving marketers’ intention to use AIGC, its impact on marketing creativity and the moderating role of self-efficacy. Findings Marketers’ AIGC intention is positively influenced by social influence, facilitating conditions, performance expectancy and effort expectancy, whereas AI bias concern exerts a significant inhibiting effect. AIGC intention is found to enhance marketing creativity, and this relationship is positively moderated by AI self-efficacy. Originality/value The originality of this paper lies in expanding the research scope of the UTAUT and identifying the unique impact of AI bias concern on marketers' AIGC intention. It provides guidance for companies implementing AI marketing strategies. Additionally, the interdisciplinary research conducted in this paper is of significant importance for enhancing marketers' creativity.