A Qualitative Study, exploring perspectives towards adopting Generative Artificial Intelligence in Creative Industries through the Female Lens

The study aimed to understand female leaders' perspectives on their adoption of generative artificial intelligence in their workplace experiences. Using an inductive qualitative approach, six female creative leaders from Western countries were interviewed, and their responses were analysed. Thematic Analysis revealed five themes: ‘Evolving, Learning and Adaptation’ explored how women adapt their skill sets to the rapidly advancing field whilst balancing management pressures and team demands. Measuring ‘Potential Gains and Limitations’ helps organisations understand why they adopt GAI-based approaches by assessing the trade-offs involved. ‘Confidence and Uncertainty of Output’ assesses the perceived quality of what can be produced and the psychological impact of the results. ‘Influence, Identity and Exclusion’ considers workforce transformation, understanding who is affected, and how to support women's career development effectively. Lastly, ‘Accessibility, Skill and Ethical Engagement’ examines the influence of data privacy and ethical considerations, and explores the necessary skills to effectively engage with GAI tools. These findings support existing research on organisational support, including the development of female leadership in change management and AI Literacy and knowledge as exemplars for their team. The study contributes to prior research by highlighting the need for gender-specific support for transformation, learning, and role adaptation, whilst also examining novel findings highlighting the portrayal and influence of users on social media.