Generative AI and Content Creators: Evidence from Digital Art Platforms

41 Pages Posted: 20 Dec 2023 Last revised: 21 May 2024

See all articles by Hongxian Huang

Hongxian Huang

New York University (NYU) - New York University (NYU), Leonard N. Stern School of Business, Department of Marketing, Students

Runshan Fu

New York University (NYU) - Leonard N. Stern School of Business

Anindya Ghose

New York University (NYU) - Leonard N. Stern School of Business

Date Written: December 20, 2023

Abstract

Generative Artificial Intelligence (AI) technologies have emerged as a disruptive force in the content-creator economy. In this paper, we aim to understand how the digital art platforms’ actions towards Generative AI affect its main players — content creators. Specifically, we leverage quasi-experiments on two leading digital art platforms in Asia – Lofter and Graffiti Kingdom – to quantify the effect of adopting or prohibiting Gen- erative AI on their content creators. Our findings reveal that introducing a Generative AI tool on Lofter led to a significant decrease in its content creators’ activities on the platform. Conversely, the prohibition of Generative AI on Graffiti Kingdom produced more nuanced effects. Although some content creators left the platform with the en- forcement of the prohibition, content creators who continued using the platform after the prohibition (i.e., non-churners) showed an increase in their activities. Moreover, we demonstrate that more prolific content creators (i.e., heavy users who upload a lot of works to the platform) and multi-homing users are more inclined to decrease their activities after the adoption of Generative AI on Lofter, while the more popular content creators on the platform (i.e., users who receive more “likes” per work) are less likely to decrease their activities. This paper provides important insights for policymakers and online platforms.

Keywords: Generative AI, Content Creator, Digital Art Platform

Suggested Citation

Huang, Hongxian and Fu, Runshan and Ghose, Anindya, Generative AI and Content Creators: Evidence from Digital Art Platforms (December 20, 2023). Available at SSRN: https://ssrn.com/abstract=4670714 or http://dx.doi.org/10.2139/ssrn.4670714

Hongxian Huang (Contact Author)

New York University (NYU) - New York University (NYU), Leonard N. Stern School of Business, Department of Marketing, Students ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Runshan Fu

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

Anindya Ghose

New York University (NYU) - Leonard N. Stern School of Business ( email )

44 West 4th Street
Suite 9-160
New York, NY NY 10012
United States

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