| Abstract: |
This study investigates the adoption of artificial intelligence (AI)-generated
film and the apprehension of novelty in Nollywood. The study was anchored
on the Technology Acceptance Model (TAM), which explains technology
adoption based on perceived usefulness and ease of use. A qualitative
research design was adopted, using in-depth interviews as the primary
method of data collection. Ninety seven (97) Nollywood practitioners in
Asaba, Delta State, including directors, producers, scriptwriters, editors,
cinematographers, actors, and production assistants, were purposively
selected. Data were analysed using thematic analysis and explanationbuilding techniques. Findings reveal that AI adoption in Nollywood is still at
an early and experimental stage. Most practitioners use AI only as a support
tool for script development, subtitle generation, editing assistance, visual
effects, and production planning, while full AI-generated film production
remains rare. Furthermore, apprehension of novelty strongly influences
resistance to AI adoption. Many practitioners, particularly older filmmakers,
associate AI with loss of creativity, cultural dilution, and reduced human involvement in storytelling, while younger practitioners are more open to
experimentation. The study concludes that Nollywood is in a transitional
phase of technological integration where AI is gradually being introduced but
not yet fully embraced. It recommends capacity-building programmes,
policy development for ethical AI use, and improved access to affordable AI
technologies to support inclusive adoption in the industry.
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