Access to the internet is more available than ever before for small children and adolescents, along with an increasing number of channels for using Generative Artificial Intelligence (GAI). For parents of children and teens, this is a new frontier with innovative tools, terminology, and effects that test the integrity of existing parental mediation strategies for modern media. The lack of research aimed at parental awareness of GAI or how this tech can influence children’s well-being led us to fill this current gap and gain valuable insights for future use. The present study explores the current state of parental awareness regarding GAI and its effects on the well-being of children and what mediation strategies parents employ to mitigate these effects. By using the Parental Mediation Theory (PMT) as a theoretical framework, patterns gathered through conducting semi-structured interviews with parents (N=10) are identified with thematic analysis. Through these interviews, themes are uncovered that shed light on how parents perceive GAI in the context of the effects that such technology has on their children, as well as how it could impact their children’s well-being in the future. The conclusion of this study reveals that while most parents know about GAI, many parents are not aware of the less-familiar effects of this technology being used for media manipulation, chatbot companionship or educational assignments that can have a potentially negative impact on the well-being of their children. Stemming from the PMT, a new parental mediation strategy emerged from an analysis of the collected data. This strategy is called ‘planned mediation’ and it serves to proactively protect children from GAI and its less-familiar effects, rather than responding reactively with the mediation strategies that currently exist.

Businesses are increasingly integrating AI to enhance efficiency and remain competitive; it is anticipated that AI will automate up to 50% of jobs by 2033, streamlining activities within marketing and sales teams by enhancing productivity and reducing costs (Frey & Osborne, 2017). However, the application of generative AI in the B2B sector remains underexplored, despite its potential to transform complex, interaction-heavy marketing and sales processes where salespeople are crucial in building trust and long-term relationships through demanding informational exchanges. This research investigates the application of generative AI within B2B marketing and sales operations and how it can enhance firms’ competitive advantage. Utilizing the Situated AI Framework, the study empirically evaluates the relationship between specific AI-driven activities and competitive advantage in B2B settings. Through a qualitative research approach involving three detailed case studies, this research examines the strategic utilization of generative AI, focusing on grounding, bounding, and recasting activities as defined by the framework. Findings indicate that generative AI contributes to competitive advantage by enhancing operational efficiency, improving customer engagement, and enabling strategic data-driven decision-making. Each activity within the framework appears to play a significant role in adapting generative AI technologies to align with specific firm objectives. This adaption potentially enhances more than just task automation, but also possibly contributes to a strategic enhancement of the firms’ competitive advantage. In conclusion, this study encourages further investigation to validate and expand upon the strategic applications of generative AI in B2B marketing and sales operations. Adopting a quantitative approach in future studies could provide more comprehensive insights into how grounding, bounding and recasting activities enhance competitive advantages.

Det är svårt att undgå de återkommande diskussionerna om artificiell intelligens (AI), specifikt generativ AI och dess allt mer utbredda användning. Utvecklingen av exempelvis chatbotar, såsom ChatGPT, markerar en övergång mot teknik som anpassar sig efter människan och inte tvärtom, vilket väckt frågor kring användarupplevelser och design. Därför ämnar den här undersökningen att skapa djupare förståelse för vad som motiverar människor att börja och fortsätta använda ChatGPT, den senaste generationen av chatbot. För att göra det används Uses and gratification theory som ramverk för undersökningen då den kan identifiera bakomliggande motivation och vilka tillfredsställelser användaren får vid användandet av ett visst medium. I motsats till tidigare forskning som huvudsakligen använt enkäter och frågeformulär, använder denna studie semistrukturerade intervjuer för att få insikt i användarnas perspektiv och upplevelser. För att sortera den empiri som samlats in gjordes ett affinitetsdiagram. Den sorterade datan har sedan analyserats genom linsen av Uses and gratification theory.  Resultatet från undersökningen visar att det finns fyra primära motivationer för att börja och fortsätta sin användning av ChatGPT: tidseffektivitet, produktivitet, nyfikenhet och tillit. Det framgår att nyfikenhet initierar användningen medan tidseffektivitet och produktivitet är de primära motivationerna till fortsatt användning. Vidare anses tillit vara den kritiska motivationen som behöver tillfredsställas för att bibehålla användares engagemang. Slutsatsen är att framtida forskning och designprocesser kan med fördel inkludera personer som idag inte använder den här typen av tjänster för att kunna identifiera fler bakomliggande orsaker till bristande tillit och motivation. Det finns även ett behov av att utöka eller ta fram nya ramverk för att undersöka och identifiera nya motivationsfaktorer och tillfredsställelser i det föränderliga landskapet av digitala tjänster. Slutligen anses det kritiskt att den fortsatta utvecklingen av ChatGPT och liknande tjänster antar en användarcentrerad approach för att säkerställa en positiv användarupplevelse. / It is difficult to avoid the recurring discussions about artificial intelligence (AI), specifically generative AI and its increasingly widespread use. The development of chatbots, such as ChatGPT, marks a transition toward technology that adapts to humans rather than the other way around, raising questions about user experiences and design. Therefore, this study aims to create a deeper understanding of what motivates people to start and continue using ChatGPT, the latest generation of chatbots. To achieve this, the Uses and Gratifications Theory is used as the framework for the study, as it can identify underlying motivations and the gratifications users derive from using a particular medium. In contrast to previous research that mainly used surveys and questionnaires, this study employs semi-structured interviews to gain insights into users' perspectives and experiences. Affinity diagrams were used to sort the collected empirical data. The sorted data has then been analyzed through the lens of the Uses and Gratifications Theory. The results of the study show that there are four primary motivations for starting and continuing the use of ChatGPT: time efficiency, productivity, curiosity, and trust. It appears that curiosity initiates usage, while time efficiency and productivity are the primary motivations for continued use. Furthermore, trust is considered the critical motivation that needs to be satisfied to maintain user engagement. The conclusion is that future research and design processes could benefit from including people who do not currently use this type of service to identify more underlying causes of lack of trust and motivation. There is also a need to expand or develop new frameworks to explore and identify new motivational factors and gratifications in the evolving landscape of digital services. Finally, it is deemed critical that the continued development of ChatGPT and similar services adopts a user-centered approach to ensure a positive user experience.

Background:  Artificial Intelligence (AI) has reshaped marketing, particularly with the advent of Generative AI (GAI), streamlining content creation processes. Highlighted by the European Commission, AI in the Cultural and Creative Sectors (CCS) promises economic and social benefits, potentially enhancing global visibility and marketing strategies. Amid digital transformation, there is a need to develop ways to engage digital audiences with content. Meanwhile, the digital content consumption has made platforms like podcasts popular, blending information and entertainment to attract diverse audiences.   Purpose: This research aims to explore what motivates content creators to engage with GAI in the creative process and how they perceive its influence on their creativity during the interaction.   Method:  The research philosophy of this study is rooted in interpretivism ontology. Given the lack of theories about human creativity and AI, this research employs inductive methods to expand the Componential Model of Creativity (Amabile, 1983). Recognising that creativity is entrenched in social psychology, where interpretations are subjective, this research utilised Interpretative Phenomenological Analysis (IPA) with semi-structured interviews.   Conclusion:              There are several motivations for using GAI in the creative process, including curiosity, its role as a co-creator for in brainstorming, and its ability to enhance efficiency and provide information. However, content creators have concerns that an over-reliance on GAI could replace elements of the creative process and therefore reduce human creativity. Content creators regard human input as a crucial element of the creative process to ensure authentic and genuine innovation.

As artificial intelligence (AI) becomes increasingly integral in various sectors, its role in the design industry, particularly in education, necessitates examination. This thesis explores the integration of AI in design processes from the perspective of designers as users, particularly focusing on Design students in a case study. By adopting a humanistic approach within Human-Computer Interaction (HCI), this research develops the "AI-Designer Collaboration Canvas," a tool designed to facilitate effective collaboration between designers and AI systems. The study addresses how designers can be supported to develop a nuanced view of AI integration in the design process. The developed tool, the "AI collaboration canvas," aims to assist designers in planning and integrating AI into their design processes, aiming to transform perceptions and enhance engagement with AI technologies.

his thesis researches the complex intersection of Data Protection and Intelligent Chatbots (IC)at Scania Group. Developing intelligent chatbots in a secure and GDPR compliant way is highlycomplicated and multifaceted task. The purpose of this research is to provide Scania withorganizational knowledge on how this can be achieved. This study utilizes the Action DesignResearch framework to develop an artifact which integrates technological solutions with dataprotection considerations. By conducting a literature review and semi-structured interviews withemployees at Scania, three potential solutions are identified evaluated: ChatGPT Enterprise, theSecured AI Knowledge Repository (SAIKR), and Techtalker. Each solution offers differentcapabilities and compliance strategies: ChatGPT Enterprise, while practical, relies on contractualassurances for GDPR compliance with data stored in the USA. SAIKR, on the other hand, offersmore control with data stored and encrypted in Sweden, allowing for the use of advancedprivacy-preserving techniques. Techtalker, which is hosted directly by Scania, provides enhancedsecurity measures tailored to specific technical use cases. Based on the artifact and conclusionsof this research, generalized design principles for developing intelligent chatbots within acorporate structure are formulated. These four design principles encourages the utilization ofRAG and LLMs, safe and legal data localization, strong contractual safeguards with third-partyproviders, and a comprehensive risk analysis with stringent security measures.

AI-implementeringar inom organisationer har på den senare tiden växt explosionsartat där chatbotar baserade på generativ AI beräknas bli allt mer populärt. Tidigare forskning har framförallt bedrivit kvantitativa studier som dessutom fokuserat på externa chatbotar, där syftet varit att kommunicera med intressenter utanför organisationen. Den här studien fokuserar därför på interna chatbotar som ämnar stötta de anställda i deras vardagliga arbetsuppgifter, med fokus på hur samspelet ser ut mellan medarbetarna och AI på arbetsplatsen. Med hjälp av att använda en kvalitativ forskningsmetod, i form av tio semistrukturerade intervjuer på managementkonsultföretaget Centigo, var studiens syfte att bidra till en djupare förståelse för hur medarbetare på den utvalda organisationen upplever och skapar mening i förhållande till den AI-baserade chatboten på arbetsplatsen, samt vilken påverkan det har på deras självbild och den kommunikation som de för inom verksamheten. Genom att analysera empirin med en socialkonstruktivistisk utgångspunkt och meningsskapande som huvudsakligt analysverktyg, visade resultatet att chatboten både påverkar medarbetarnas självbild och de kommunikationsprocesser som medarbetarna för inom organisationen. Framförallt i form av att den digitala identiteten riskerar att bli alltmer generisk, vilket gör att de anställdas personlighet och karisma får en större betydelse i det fysiska rummet. Enklare problem tas dessutom numera med chatboten istället för med en kollega, vilket öppnar upp för ett nytt sätt att kommunicera på arbetsplatsen. Sammantaget var det tydligt att de mänskliga relationerna fyller en viktig funktion på arbetsplatsen, där det fanns skepticism mot att AI någonsin kommer kunna ersätta det. / AI implementations within organizations have recently grown exponentially, with chatbots based on generative AI expected to become increasingly popular. Previous research has primarily conducted quantitative studies, focusing on external chatbots aimed at communicating with external stakeholders. This study therefore focuses on internal chatbots intended to support employees in their daily work tasks, with a focus on the interaction between employees and AI in the workplace. By employing a qualitative research method through ten semi-structured interviews at the management consulting firm Centigo, the aim of the study was to contribute to a deeper understanding of how employees in the selected organization perceive and create meaning in relation to the AI-based chatbot in the workplace, and its impact on their self-image and the communication they engage in within the organization. By analyzing the empirical data from a social constructivist perspective and using sensemaking as the main analytical tool, the results showed that the chatbot affects both employees' self-image and the communication processes within the organization. Particularly, the digital identity risks becoming more generic, emphasizing the importance of employees' personality and charisma in physical interactions. Also, simpler issues are now handled with the chatbot rather than with a colleague, which introduces a new way of communicating in the workplace. Overall, it was evident that human relationships serve a vital function in the workplace, with skepticism towards AI ever being able to replace them.

This thesis explores the application of prompt engineering combined with human-AI interaction (HAII) to make text-to-image (TTI) models more accessible and intuitive for non-expert users. The thesis research focuses on developing an application with an intuitive interface that enables users to generate images without extensive knowledge of prompt engineering. A pre-post study was conducted to evaluate the application, demonstrating significant improvements in user satisfaction and ease of use. The findings suggest that such tailored interfaces can make AI technologies more accessible, empowering users to engage creatively with minimal technical barriers. This study contributes to the fields of Media technology and AI by showcasing how simplifying prompt engineering can enhance the accessibility of generative AI tools. / Detta examensarbete utforskar tillämpningen av prompt engineering i kombination med human-AI interaction för att göra text-till-bild modeller mer tillgängliga och intuitiva för icke-experter. Forskningen för examensarbetet fokuseras på att utveckla en applikation med ett intuitivt gränssnitt som gör det möjligt för användare att generera bilder utan omfattande kunskaper om prompt engineering. En före-efter-studie genomfördes för att utvärdera applikationen, vilket visade på en tydlig ökning i användarnöjdhet och användarvänlighet. Utfallet från studien tyder på att skräddarsydda gränssnitt kan göra AI-tekniken mer tillgänglig, och göra det möjligt för användare att nyttja det kreativa skapandet med minimerade tekniska hinder. Den här studien bidrar till områdena avmedieteknik och AI genom att demonstrera hur prompt engineering kan förenklas vilket kan förbättra tillgängligheten av AI-verktyg.

Recent technological breakthroughs in natural language processing and artificial intelligence (AI) and the subsequent release of OpenAIs generative AI system, ChatGPT, have warranted much attention from researchers and the general public alike. Some with praise, foreseeing a brighter future for all, and some predicting the end of humanity. As AI agents become increasingly complex and gain the ability to deal with tradeoffs and become more autonomous, the problem of embedding human values into these AI agents becomes more pressing. Embedding human values is a crucial part of the development of aligned AI systems that act in accordance with human intents and desires. The black-box nature of large language models (LLMs) offers little insight into the mechanics of the AI agents' decision-making processes. For this reason, it is of great interest to explore what values an LLM might hold. This explorative study lets the most popular LLM chatbot today, ChatGPT answer a set of questions focusing on human values. The questions were adopted from the World Value Survey (WVS) and relate to current global values around different subjects, such as same-sex marriage, corruption and raising children. The results were compared to the latest data set (from 2022) from the WVS to show how close or far the values of ChatGPT are to the respondents' values across countries. The findings contribute to the broader understanding of the challenges and implications of developing AI systems that align with human values. Which is crucial in ensuring the systems trustworthiness and beneficial impact on society. The findings of this explorative study support that ChatGPT's values are influenced by the values prevalent in developed democracies, with a leaning towards progressive/liberal views. Results could also imply that ChatGPT may propose a neutral attitude towards questioning established systems and institutions, and emphasizing individual rights. / Nya tekniska genombrott inom naturlig språkbehandling och artificiell intelligens (AI) samt OpenAIs generativa AI-system, ChatGPT, har genererat mycket uppmärksamhet från både forskare inom fältet och från allmänheten. Vissa spår en ljusare framtid, medan andra siar om slutet för mänskligheten. Allteftersom “AI-agenter” blir mer komplexa utvecklar förmågan att göra avvägningar, och blir mer autonoma, blir problemet med att integrera mänskliga värden i dessa AI-agenter mer angeläget. Att integrera mänskliga värderingar är en avgörande del i utvecklingen av AI-system som agerar i enlighet med mänskliga avsikter och vilja. Vi saknar insyn i mekaniken för beslutsprocesser hos stora språkmodeller (eng: large language models, LLMs) och av denna anledning är det av stort intresse att utforska vilka värderingar en språkmodell uttrycker. Denna utforskande studie låter den, för närvarande, mest populära LLM-chatboten, ChatGPT, svara på en uppsättning av frågor som fokuserar på mänskliga värderingar. Frågorna har hämtats från World Value Survey (WVS) och relaterar till aktuella globala värderingar kring olika ämnen, såsom samkönade äktenskap, korruption och barnuppfostran. Resultaten jämfördes med den senaste datan (från 2022) från WVS för att visa hur nära eller långt värdena för ChatGPT ligger respondenterna från olika länders. Resultaten från denna studie bidrar till en bredare förståelse för utmaningarna och konsekvenserna av att utveckla AI-system som är i linje med mänskliga värderinga. Detta är en viktig aspekt för att kunna säkerställa systemens pålitlighet och positiva inverkan på samhället. Resultaten av denna explorativa studie stödjer att ChatGPT:s värderingar influeras av de värderingar som råder i utvecklade demokratier, med en tendens mot progressiva/liberala åsikter. Resultaten kan också antyda att ChatGPT kan ställa sig neutralt till ifrågasättandet av etablerade system och institutioner, samt betonar individuella rättigheter.

Artificial intelligence (AI) has the potential to transform various industries, including the creative industry [1]. The potential disruption is facilitated by technology-driven products, with these products it is increasingly important to keep user goals, behaviour and needs at the centre during the development and designing phase. Through a situated user study using online content analysis, a survey, and semi-structured interviews I describe the current role of AI tools in the video production industry, and I identify potential future tools that could benefit professional content creators. According to these professional content creators AI tools currently primarily serve a supportive role, enhancing efficiency and video quality while still requiring human input for storytelling and quality assurance. The professionals are increasingly integrating AI into their workflows to be more increase their value as creators. Drawing from a User-Centered Design (UCD) approach I highlight a discrepancy between user needs and research focus, suggesting that future AI tools should prioritize improving client communication, automating non-creative tasks in post-production, and making animation more accessible. As generative video AI continues to develop, ethical concerns surrounding gender and ethnicity bias continue to be an important aspect for future research to ensure equal representation in generated video content. / Artificiell intelligens (AI) har potential att förändra olika branscher, inklusive den kreativa industrin [1]. Den potentiella omvälvningen underlättas av teknikdrivna produkter, och med dessa produkter blir det allt viktigare att hålla användarnas mål, beteende och behov i centrum under utvecklings- och designfasen. Genom en situerad användarstudie med hjälp av innehållsanalys online, en enkät och semistrukturerade intervjuer beskriver jag den nuvarande rollen för AI-verktyg i videoproduktionsbranschen, och jag identifierar potentiella framtida verktyg som kan gynna professionella innehållsskapare. Enligt dessa professionella innehållsskapare har AI-verktyg för närvarande främst en stödjande roll och förbättrar effektiviteten och videokvaliteten samtidigt som det fortfarande krävs mänsklig input för storytelling och kvalitetssäkring. De professionella innehållsskaparna integrerar i allt högre grad AI i sina arbetsflöden för att öka sitt värde som kreatörer. Med utgångspunkt i en användarcentrerad design (UCD) belyser jag en diskrepans mellan användarnas behov och forskningsfokus, och föreslår att framtida AI-verktyg bör prioritera att förbättra kundkommunikationen, automatisera icke-kreativa uppgifter i efterproduktionen och göra animering mer tillgänglig. Eftersom generativ video-AI fortsätter att utvecklas, fortsätter etiska problem kring kön och etnicitet att vara en viktig aspekt för framtida forskning för att säkerställa lika representation i genererat videoinnehåll.