Analisis Pengaruh Penggunaan AI Image Generator terhadap Kinerja Karyawan Tim Desain Indra Group Semarang

Alberta Agnelia Priatko; Ridwan Sanjaya

doi:10.32503/otonomi.v26i2.9499

Alberta Agnelia Priatko Unika Soegijapranata
Ridwan Sanjaya Magister Manajemen Unika Soegijapranata

DOI: https://doi.org/10.32503/otonomi.v26i2.9499

Abstract

Advances in Artificial Intelligence (AI) in the field of architectural design offer opportunities to support the design exploration and development process. This study aims to examine the use of AI image generators and their impact on the performance of employees on the Indra Group design team in Semarang. This study employs a qualitative descriptive method, with data collected through observations and interviews with four informants (two employees who use AI and two who do not). The data were analyzed based on the aspects of productivity, creativity, and output quality using the Sociotechnical System theory and the AMO framework (ability, motivation, opportunity). The results show that the AI Image Generator serves as a supporting technology in concept exploration, the search for design alternatives, mood boards, inspiration, and visual development. The use of AI can support productivity through time efficiency and creativity through new ideas and visual alternatives; however, it has not yet significantly improved output quality because AI results are influenced by prompts, inputs, accuracy, detail, and design suitability. Based on AMO theory and the Sociotechnical System theory, the benefits of AI are influenced by employees’ capabilities and organizational support in integrating technology with work processes through joint optimization. Thus, the AI Image Generator serves as a supporting technology in the designer’s work process, with its effectiveness depending on employees’ ability to guide, evaluate, and refine the AI’s outputs.

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