Transformasi Kebutuhan Pekerja Kreatif Periklanan di Era AI: Perspektif Uses and Gratifications Theory

Authors

  • Anastassya Bangun Universitas Indonesia, Depok, Indonesia
  • Annisa Rachma Syahrizal Universitas Indonesia, Depok, Indonesia
  • Edwar Andiko Heri Universitas Indonesia, Depok, Indonesia

DOI:

https://doi.org/10.38035/jmpis.v7i2.7901

Keywords:

Periklanan, Dampak AI, Kecerdasan Buatan, Pekerja Kreatif, Uses and Gratifications Theory

Abstract

Kemunculan AI sebagai kunci utama Revolusi Industri 4.0 membawa dampak besar di semua industri, termasuk periklanan. Berbagai penelitian yang dilakukan menunjukkan bahwa AI digunakan untuk membantu pekerja kreatif periklanan mulai dari perencanaan, perancangan, hingga implementasi promosi iklan dengan pemanfaatan kecerdasan buatan yang semakin mumpuni dalam mereplikasi kecerdasan manusia. Dengan menggunakan metode kajian literatur, makalah ini mencoba memaparkan permasalahan di atas yang dikaitkan dengan Uses and Gratifications Theory untuk melihat bagaimana pemilihan produk-produk AI tertentu (use) memberikan kepuasan pemenuhan kebutuhan bagi para pekerja kreatif (gratifications). Dapat disimpulkan bahwa penggunaan teknologi AI oleh para pekerja kreatif periklanan memberi dampak besar dalam pemenuhan kelima kategorisasi tujuan penggunaan media AI menurut Uses and Gratifications Theory.

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Published

2026-03-15

How to Cite

Bangun, A., Syahrizal, A. R., & Heri, E. A. (2026). Transformasi Kebutuhan Pekerja Kreatif Periklanan di Era AI: Perspektif Uses and Gratifications Theory. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 7(2), 1724–1731. https://doi.org/10.38035/jmpis.v7i2.7901

Issue

Vol. 7 No. 2 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (Februari - Maret 2026)

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Articles

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Copyright (c) 2026 Anastassya Bangun, Annisa Rachma Syahrizal, Edwar Andiko Heri

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