Project Artefact: AI As A Creative Partner In The Game Production Pipeline: A Study On The Social And Economic Impact of Artificial Intelligence Implementation In Indonesia

The rapid advancement of Artificial Intelligence (AI) increasingly influences how the game industry produces creative content, manages human resources, and improves organizational performance. In recent years, game studios in Indonesia have begun adopting AI across various stages of the production pipeline, ranging from visual asset creation to game testing and optimization. Nevertheless, empirical research systematically mapping how AI is integrated as a creative partner in the production process—and its impact on workforce productivity, work structures, and organizational performance within the context of a developing nation's creative industry—remains limited. This study aims to analyze the role of AI as a creative partner in the Indonesian game production pipeline and to evaluate the social and economic impacts of its implementation. Using an exploratory mixed-methods design with a sequential exploratory approach, the first phase involves in-depth interviews, focus group discussions, and production workflow observations to map actual AI usage practices and human–AI collaboration dynamics. The qualitative findings serve as the foundation for developing survey instruments and analytical frameworks for the quantitative phase. The quantitative phase comprises a national survey of game and animation industry professionals, analyzed using index-based analysis, cluster analysis, and multivariate regression to identify AI adoption patterns and their relationships with productivity, time-to-market, and organizational restructuring. As its primary output, this research generates an ideal Artificial Intelligence (AI) adoption model for the Indonesian game industry to drive innovation, encompassing production pipeline stage configurations, creative talent management strategies, and ethical and organizational governance frameworks. The findings are expected to contribute academically to the study of human–AI collaboration in creative industries while providing an empirical foundation for formulating policies on talent development, vocational education, and AI governance within the national creative economy ecosystem.