A STUDY ON EXPLORING THE IMPACT OF GENERATIVE AI ON CREATIVE INDUSTRIES IN PALGHAR DISTRICT

Abstract

This study investigates how generative artificial intelligence (AI) is transforming the creative industries in Palghar District, a region characterised by a unique blend of emerging urban economies, rural traditions, and tribal cultural heritage. Using a mixed-methods approach, the research examines 120 creative professionals, including traditional artisans, digital media creators, and performing artists, to assess their awareness, adoption levels, perceived benefits, and cultural concerns related to generative AI. Findings indicate that AI adoption is moderate but steadily rising, driven primarily by cost-efficiency and productivity gains among younger, educated professionals. However, challenges such as digital infrastructure disparities, ethical copyright dilemmas, and concerns regarding cultural authenticity remain significant. While AI substantially enhances creative productivity, its effect on sustaining traditional art forms is statistically insignificant. The study also finds a strong association between AI awareness and willingness to adopt AI tools, emphasising the critical role of training and access. Based on empirical insights, the research proposes practical strategies for digital inclusion, skill development, ethical guidelines, and culturally sensitive AI integration. Beyond addressing a key regional research gap, the study provides a replicable framework for AI adoption in India’s hybrid creative economy. Overall, it underscores the need for inclusive, policy-driven initiatives that balance technological innovation with cultural preservation.