When capability hurts: Strategic adoption and disclosure of artificial intelligence in creator competition

Key Points

• Adopting artificial intelligence can create a competitive advantage, but may also backfire in creator competition.
• Key findings note that competitive dynamics change when creators disclose their AI usage, impacting audience perception.
• Analysis on strategic adoption of AI tools shows varied outcomes—success may hinge on disclosure practices among creators.
• The results suggest that understanding disclosure's role is crucial for navigating AI use in creative industries.