A preliminary study on the adoption of AIGC tools by social media content creators

This article is devoted to a preliminary analysis of the factors influencing the adoption of AIGC (Artificial Intelligence Generated Content) tools by social media content creators in the context of the expanding creator economy. The aim of the study is to identify the key mechanisms shaping the acceptance of generative AI in the field of digital creative labor. The methodological basis of the research consists of a systematic literature review and theoretical synthesis grounded in the UTAUT model. The study finds that the adoption of AIGC is not linear and depends on content type, professional tasks, audience expectations, and platform conditions. Three patterns of use are identified: experimenters, integrators, and power users. The findings show that performance expectancy is the main driver of adoption, while concerns about authenticity, uncertainty over copyright, algorithmic risks, and dependence on platform policies act as important limiting factors. The article concludes that AIGC is more likely to enhance creators’ work than to fully replace it, contributing to the formation of hybrid models of human-AI collaboration.