PEMANFAATAN AI DALAM PROSES IDEASI KREATIF: STUDI KASUS PADA TIM BLACKSTUDIO.ID

The rapid development of Artificial Intelligence (AI) has transformed creative work processes, particularly in the generation and development of ideas within the creative industry. This study aims to examine the utilization of AI in the creative ideation process, the forms of collaboration between humans and AI, and its impact on the effectiveness and productivity of the creative team at Blackstudio.id. The research employed a qualitative approach using a case study method. Data were collected through in-depth interviews, observation, and documentation involving key informants, including the Creative Director, Project Manager, and team members who actively use AI tools such as ChatGPT and Gemini. Data analysis was conducted using the Miles and Huberman model, consisting of data condensation, data display, and conclusion drawing.

The findings reveal that AI is primarily utilized during the pre-production stage, particularly in brainstorming, concept exploration, visual reference searching, storytelling development, caption writing, and script creation. AI functions as a supporting tool that accelerates idea generation, broadens creative alternatives, and enhances the flexibility of the ideation process. However, AI does not replace human creativity. All AI-generated outputs undergo evaluation, curation, and quality control by the creative team before being implemented in production. Human actors remain the primary decision-makers in determining visual direction, communication strategies, message meaning, and brand alignment. The study also demonstrates that AI has reshaped creative work patterns by introducing new approaches to brainstorming, concept development, and communication message production. These findings support the perspective of Technological Determinism, indicating that technology influences how individuals think, work, and communicate in creative environments. Consequently, creativity in the digital era emerges through collaboration between human intelligence and AI rather than through technological substitution.