Generative AI, Platform Stances, and Content Creator Behavior

Senior Consultant Anindya Ghose and his co-authors (Hongxian Huang and Runshan Fu) published a paper in Information Systems Research examining how AI stances signaled by specific platform policies shape the behavior of content creators on visual arts platforms. Their findings have implications for platforms on positioning AI stances, and for policymakers on fostering a constructive relationship between AI and human creators.

The views expressed in this paper are the sole responsibility of the authors and cannot be attributed to Compass Lexecon or any other parties.

Abstract

Generative Artificial Intelligence (AI) technologies have emerged as a transformative force in the content creator economy. This paper examines how platform stances toward Generative AI shape creator behavior on output-centric visual arts platforms. We leverage two independent natural experiments on leading Chinese platforms: Lofter's launch of an AI image generator (signaling a pro-AI stance) and Graffiti Kingdom's prohibition of AI-generated artwork (signaling an anti-AI stance). Our analysis shows that creators decreased their activity on Lofter following the AI generator launch, while activity increased on Graffiti Kingdom after the AI prohibition. Multiple lines of evidence show these effects stem from stance signaling: creators respond to what platforms communicate about AI's role rather than to specific tool features or enforcement actions. Heterogeneity analysis reveals that higher-popularity, multi-homing, and AI-averse creators show larger reductions of activity on Lofter. Through analysis of creator posts, we identify three primary concerns driving resistance: replacement risk, perceived low quality, and copyright infringement. This is the first paper to causally identify how platform stance toward Generative AI affects creator behavior. Our findings have implications for platforms on positioning AI stances, and for policymakers on fostering a constructive relationship between AI and human creators.