Generative AI, Platform Stances, and Content Creator Behavior

How platforms introduce generative AI may matter as much as what the technology can do. AI-related policies not only change features and rules; they also signal whether a platform values and protects human creators. We examine two visual arts platforms that took opposite approaches. Lofter introduced an AI image generator, whereas Graffiti Kingdom prohibited AI-generated artwork. Creator activity declined after Lofter’s launch and increased after Graffiti Kingdom’s prohibition. Evidence indicates that creators responded mainly to what these decisions communicated about AI’s future role, the platform’s commitment to human creators, and the competitive environment for human-created work—not merely to the tool itself or policy enforcement. Popular, multihoming, and AI-averse creators were especially responsive to the pro-AI signal. Creator posts highlighted replacement risk, low-quality AI output, and copyright infringement. The implication is not that platforms should reject AI but that they should treat adoption as a governance and communication decision. Platforms can monitor creator sentiment, phase rollouts, establish clear labeling and authorship standards, and offer meaningful opt-outs from AI training and AI-assisted features. Policymakers can facilitate productive human-AI collaboration by clarifying intellectual property rights and supporting compensation, attribution, and revenue-sharing mechanisms for creators.

• 저널Information Systems Research
• 토픽Ethics and Social Impacts of AI · Safety Research
• DOI10.1287/isre.2025.2155
• 저자Hongxian Huang, Runshan Fu, Anindya Ghose