+ HEALTH The accurate identification of children with refractory Mycoplasma pneumoniae pneumonia (RMPP) remains challe…± LABOR The advent of automation, artificial intelligence and disruptive technologies has affected the role of the Hu…+ ENTERTAINMENT This paper provides a systematic exploration of Artificial Intelligence (AI) for music generation within a cl…− POLICY Generative AI (GenAI) has shifted AI capabilities from discriminative prediction to creative interaction, off…± CLIMATE Automation and sustainability are closely intertwined in the evolution of Industry 4.0 and 5.0, where artific…+ ENTERTAINMENT This article aims to investigate the factors that affect behavioural intention (BI) and user behaviour (UB) a…+ CLIMATE With accelerating climate change and rising global energy consumption, the application of artificial intellig…− HEALTH Biases in medical artificial intelligence (AI) arise and compound throughout the AI lifecycle. These biases c…
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Entertainment·G Space·Evidence-backed gain·Published 2026-07-19

Generative AI and Media Content Creation: Investigating the Factors Shaping User Acceptance in the Arab Gulf States

This article aims to investigate the factors that affect behavioural intention (BI) and user behaviour (UB) among Arabian users of generative artificial intelligence (GenAI) applications in the context of media content creation. The study’s theoretical framework is grounded in the unified theory of acceptance and use of technology (UTAUT2). A sample of 496 users was analysed using the partial least squares structural equation modelling technique (PLS-SEM). The results revealed that BI is significantly influenced…

TRV-2026-0280Peer-reviewedPermanent record — cite & verify
Generative AI and Media Content Creation: Investigating the Factors Shaping User Acceptance in the Arab Gulf States

ISS-64 Dubai, United Arab Emirates by NASA. Public domain

The quick read

A November 2024 peer-reviewed study investigated why Arabian users adopt generative AI for media content creation, using UTAUT2 to survey 496 users and test links to behavioural intention and user behaviour with PLS-SEM.

The findings matter for entertainment creators and platforms because enjoyment, not just usefulness, most strongly predicted intention, while trust, habit, facilitating conditions and intention predicted actual use, leaving open how these drivers vary across specific media formats and over time.

Main points
  • Study grounded in UTAUT2 framework and analyzed 496 users with PLS-SEM.
  • Behavioural intention examined specifically for generative AI applications in the context of media content creation among Arabian users.
  • Hedonic motivation identified as having the greatest impact on behavioural intention compared to other predictors.
Gain

Among 496 Arabian users, intention to use GenAI for media content creation was most strongly driven by hedonic motivation alongside performance expectancy and other UTAUT2 factors, and actual use was positively driven by facilitating conditions, habit, trust and intention.

The rundown

Researchers surveyed 496 Arabian users of GenAI for media creation and modeled responses with partial least squares structural equation modelling under UTAUT2.

Results separate drivers of intention from drivers of actual use, finding trust and habit influence both, while facilitating conditions matter for behaviour and hedonic motivation dominates intention.

Sources

Reader signal

How should this claim be treated?

The debate