경영정보학연구 (Information Systems Review)

  • 제26권4호
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  • Pages.187-216
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  • 2024
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  • 2982-6551(pISSN)
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  • 2982-6837(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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DOI QR코드

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인공지능 생성 콘텐츠(Artificial Intelligence Generated Content)와 인공지능 사용 공개(Artificial Intelligence Disclaimer)에 대한 소비자 인식 연구: 콘텐츠 가치와 형식을 중심으로

A Study on Consumer Perceptions of Artificial Intelligence Generated Content (AIGC) and Artificial Intelligence Disclaimer (AID) Based on Content Value and Format

  • 한승민 (고려대학교 미디어학부) ;
  • 홍세인 (고려대학교 미디어학부) ;
  • 최재서 (고려대학교 미디어학부) ;
  • 정윤혁 (고려대학교 미디어학부 )
  • Seoungmin Han (School of Media & Communication, Korea University ) ;
  • Sein Hong (School of Media & Communication, Korea University ) ;
  • Jaeseo Choi (School of Media & Communication, Korea University ) ;
  • Yoonhyuk Jung (School of Media & Communication, Korea University)
  • 투고 : 2024.08.28
  • 심사 : 2024.11.09
  • 발행 : 2024.11.30
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초록

최근 생성형 인공지능(Artificial Intelligence)은 다양한 형식의 미디어를 포함하여 자율적으로 콘텐츠를 생성할 수 있는 능력으로 주목받고 있다. 그 잠재력에도 불구하고 AI가 생성한 콘텐츠(AI-Generated Content, AIGC)의 진정성(Authenticity) 이슈가 제기됨에 따라 각국에서 AI 사용과 투명성에 대한 규제가 수립되고 있다. 하지만, AIGC와 AI 사용 공개(AI Disclaimer)에 대한 소비자의 이해라는 근본적인 주제는 여전히 탐색되지 않고 있다. 본 연구는 생성형 AI가 제작한 콘텐츠를 실용적, 쾌락적 가치유형으로 구분하고 각각 글, 사진, 영상의 미디어 형식을 적용한 6가지의 경우에 대한 소비자의 인식을 카노 모형을 통해 분석하였다. 나아가, 도출된 결과를 인지된 진정성과 기만으로 그룹을 구분해 인식의 차이가 이에 따라 드러나는지 추가적으로 살펴보았다. 연구 결과, AI가 생성한 콘텐츠에 대한 소비자 인식은 만족도에 큰 영향을 미치지 않았으나, 뉴스로 대표되는 실용적 콘텐츠에서는 AI 사용에 대한 부정적 인식이 확인되었으며, 특히 뉴스 영상 제작에 있어 부정적 인식이 강하게 드러났다. 반면, 영화와 드라마로 대표되는 쾌락적 콘텐츠에서는 생성형 AI 사용에 대한 인식이 무관심하거나 오히려 긍정적이었다. AI 사용 여부의 공개에 대해서는 콘텐츠 가치유형에 관계없이 지켜야 할 원칙으로 인식되었으나, 실용적 콘텐츠에 대해 그러한 인식이 더 강하게 드러났다. 본 연구는 AI 활용의 투명성과 진정성을 제고하는 방안이 필요함을 시사하며, 향후 AI의 발전과 활용이 소비자 인식에 미치는 영향을 지속적으로 연구할 필요가 있음을 강조한다.

Recently, generative Artificial Intelligence (Gen AI) has attracted attention for its ability to autonomously create content across various media formats. Despite its potential, issues of authenticity in AI-generated content (AIGC) have raised concerns, leading to the establishment of regulations on AI use and transparency in several countries. However, the fundamental topic of consumer understanding of AIGC and AI Disclaimer (AID) remains unexplored. This study categorizes AIGC by content value (utilitarian and hedonic) and format (text, image, video), and analyzes consumer perceptions using the Kano model. Additionally, it examines how consumer perceptions change based on perceived authenticity and deception. The results indicate that consumer perceptions of AIGC did not significantly impact satisfaction or dissatisfaction. However, there was a negative perception of AI use in utilitarian content, such as news, particularly in video production. In contrast, perceptions of AI use in hedonic content ranged from indifferent to positive. Regarding the disclosure of AI use, it was considered a basic requirement regardless of content value, but the perception was stronger for utilitarian content. This study suggests that measures to enhance transparency and authenticity in AI use are necessary and emphasizes the need for ongoing research into the impact of AI development and utilization on consumer perceptions.

키워드

과제정보

본 연구는 대한민국 교육부와 한국연구재단(NRF-2023S1A5C2A03095169) 및 과학기술정보통신부(MSIT) 산하 정보통신기획평가원(IITP)에서 주관하는 정보통신기술연구센터(ITRC) 지원 프로그램(IITP-2024-2020-0-01749)의 지원을 받아 수행된 연구임.

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