Artificial Intelligence and Creative Work in the Swedish Gaming Industry
(2025) INFM10 20251Department of Informatics
- Abstract
- The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear... (More)
- The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear of replacement. Respondents emphasized the irreplaceable value of human judgment, emotional depth, and contextual nuance. Rather than threatening creative roles, Gen-AI is predominantly seen as a collaborative assistant. The study concludes that for Gen-AI to be embraced, it must align with creative intent and preserve user agency. By contextu-alizing these insights within Sweden’s technologically advanced gaming sector, this work contributes to a growing call for human-centered, responsible AI design in creative profes-sions. (Less)
- Popular Abstract
- The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear... (More)
- The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear of replacement. Respondents emphasized the irreplaceable value of human judgment, emotional depth, and contextual nuance. Rather than threatening creative roles, Gen-AI is predominantly seen as a collaborative assistant. The study concludes that for Gen-AI to be embraced, it must align with creative intent and preserve user agency. By contextu-alizing these insights within Sweden’s technologically advanced gaming sector, this work contributes to a growing call for human-centered, responsible AI design in creative profes-sions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9202745
- author
- Lycke, Erik LU and Berg, Carl
- supervisor
- organization
- course
- INFM10 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Generative AI, Creativity, Human-AI-collaboration, Game development
- language
- English
- id
- 9202745
- date added to LUP
- 2025-06-19 09:12:06
- date last changed
- 2025-06-19 09:12:06
@misc{9202745,
abstract = {{The rapid emergence of generative artificial intelligence has sparked both excitement and concern across creative industries. The thesis examines how professionals in the Swedish gaming industry perceive Gen-AI’s role in creative workflows. Using a qualitative approach grounded in semi-structured interviews, an extended Technology Acceptance Model is ap-plied to explore themes such as usefulness, ease of use, trust, creative autonomy, social in-fluence, and perceived creativity support. Findings reveal that Gen-AI is largely viewed as an augmentation tool, enhancing ideation, accelerating iteration, and stimulating early-stage creativity, yet also raising concerns about authorship, ethical transparency, and creative de-skilling, and fear of replacement. Respondents emphasized the irreplaceable value of human judgment, emotional depth, and contextual nuance. Rather than threatening creative roles, Gen-AI is predominantly seen as a collaborative assistant. The study concludes that for Gen-AI to be embraced, it must align with creative intent and preserve user agency. By contextu-alizing these insights within Sweden’s technologically advanced gaming sector, this work contributes to a growing call for human-centered, responsible AI design in creative profes-sions.}},
author = {{Lycke, Erik and Berg, Carl}},
language = {{eng}},
note = {{Student Paper}},
title = {{Artificial Intelligence and Creative Work in the Swedish Gaming Industry}},
year = {{2025}},
}