THE ROLE OF ARTIFICIAL INTELLIGENCE IN EMPLOYEES’ PRODUCTIVITY AT QUIRKY CREATIVE STUDIOS INC.

Abstract

Artificial Intelligence (AI) is revolutionizing numerous industries, including the multimedia sector. In video editing, the integration of AI presents both opportunities and concerns. While AI tools can streamline workflows and increase efficiency, there is a potential risk of losing the human touch and creative authenticity traditionally associated with artistic work. Some artists express concerns that excessive reliance on AI may diminish personal expression and the emotional depth embedded in human-created art. Nevertheless, many creatives are now embracing AI as a collaborative tool to enhance their artistic capabilities and expand the boundaries of creative expression, without sacrificing the unique human element.

This study investigates the impact of Artificial Intelligence on employee productivity, as well as the benefits and challenges of using AI within QCS Inc. This study is grounded in the Technology Acceptance Model (TAM), which serves as its theoretical framework. A quantitative research design was employed to ensure accurate measurement and analysis of the variables related to AI usage and employee productivity. This approach allows for a systematic examination of how AI tools are perceived and utilized within the organization, as well as their impact on work performance. The researchers utilized a standardized questionnaire to collect data from 30 employees of Quirky Creative Studios Inc. in Caloocan City. A purposive sampling technique was employed to select participants who were directly involved in the use of AI tools within the organization. Based on the findings, the researchers recommend that Quirky Creative Studios Inc. provide additional employee training programs. The results indicated that employees who received proper training on AI tools demonstrated higher levels of efficiency and productivity. Therefore, regular training programs should be conducted to enhance employees' knowledge and skills in effectively and efficiently utilizing AI tools. These sessions should cover key areas such as AI functionalities, troubleshooting techniques, and strategies for maximizing the features of AI tools. By addressing the perceived ease of use and usefulness—as indicated by the respondents—these training initiatives can promote greater acceptance and more productive use of AI within the organization.