Perception of AI Creativity: Dimensional Exploration and Scale Development

Abstract

With the rapid advancement of artificial intelligence (AI), AI creativity has demonstrated significant potential for application across various fields. This study aims to explore the multidimensional characteristics of AI creativity from the audience's perspective and to develop a corresponding measurement scale. Specifically, Study 1 utilized open-ended interviews with audiences of AI-generated creative products and grounded theory-based data coding to construct a theoretical framework of AI creativity perception. This framework encompasses four core dimensions: originality, depth, credibility, and attractiveness. In Study 2, an exploratory factor analysis and confirmatory factor analysis were conducted to develop a scale with high reliability and validity for measuring AI creativity perception, providing empirical support for the multidimensional framework. To further validate the scale's criterion-related validity, Study 3 examined the effect of AI involvement disclosure on creativity perception. The results reveal that audiences hold biases against AI; although AI is perceived to have a significant advantage in enhancing the originality of creative products, it is viewed as less capable in terms of depth, credibility, and attractiveness. This research offers insights into the future development and iteration of AI creativity.