Analysis of Microsoft Copilot Acceptance as Artificial Intelligence-Generated Content (AIGC) Using the TAM/TPB Model

Rizky Tri Aji Setiawan; Mohammad Dimas Ardiansyah; Wisnu Hafid Firdaus Oktobrian

doi:10.59934/jaiea.v4i3.1142

Authors

Rizky Tri Aji Setiawan UPN "Veteran" Jawa Timur
Mohammad Dimas Ardiansyah UPN "Veteran" Jawa Timur
Wisnu Hafid Firdaus Oktobrian UPN "Veteran" Jawa Timur

DOI:

https://doi.org/10.59934/jaiea.v4i3.1142

Keywords:

Acceptance, AI, Creative, Copilot, Designer, Efficiency.

Abstract

The development of Artificial Intelligence-Generated Content (AIGC) technology has brought significant changes to creative work processes, particularly in design. Microsoft Copilot is one implementation of AIGC aimed at enhancing user productivity and efficiency. However, its adoption among designers remains limited due to various psychological, functional, and social considerations. This study aims to analyze the factors influencing user acceptance of Copilot by integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), along with external constructs such as trust, functional risk, and emotional risk. Data were collected through a survey of 100 respondents, including design students and professionals, using a 5-point Likert scale questionnaire. The analysis was conducted using the Structural Equation Modeling Partial Least Squares (SEM-PLS) approach. The results indicate that perceived usefulness, perceived ease of use, and subjective norms significantly influence trust, which in turn positively affects the behavioral intention to use Copilot. These findings highlight the critical role of trust as a mediating factor linking perceptions of usefulness and social pressure to the intention to adopt AIGC technologies. This study provides a foundation for developing AI implementation strategies in the creative industry that consider users' psychological aspects.

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