AI as a Driver of Open Media Innovation : A Qualitative Study of Perceptions and Perspectives

Abstract

This study explores how individuals interpret artificial intelligence (AI) in media contexts and how these interpretations shape AI-driven open media innovation. The research examines perceptions of AI’s role, limitations, and implications in creative environments. Guided by Technological Frames Theory and an open innovation perspective, the study addresses perceptions of AI, interpretive perspectives, and the resulting opportunities and challenges for open media innovation. A qualitative thematic analysis of Reddit AI discussions was conducted. The findings show that AI is perceived as a tool that can enhance creative processes and expand participation, while also raising concerns related to reliability, ethics, trust, and the continued need for human judgment. The study demonstrates that AI-driven open media innovation is shaped not only by technological capabilities but by how individuals frame and interpret AI. Opportunities and challenges emerge from these interpretations rather than from technology alone.