INTEGRATION OF ARTIFICIAL INTELLIGENCE IN CONTENT CREATION IN NIGERIA: ISSUES AND PROSPECTS
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This paper explored the transformative impact of Artificial Intelligence (AI) on Nigeria's creative economy, specifically in Nollywood, the music industry, and social media content creation. The study adopted the Technology Acceptance Model (TAM), Diffusion of Innovations Theory (DOI), and Creative Destruction as its theoretical framework. As Nigeria integrated Generative AI into various production stages, the sector faced a "double-edged sword" of rapid evolution. On the one hand, AI offered significant prospects, including reduced production costs, increased technical efficiency, and the democratization of content tools for small-scale creators. On the other hand, the study identified critical issues, such as potential job displacement for crew members, the risk of cultural homogenization due to Western-centric data biases, and a possible decline in professional integrity. The research further examined the future of displaced artists, proposing a shift toward "The Great Forced Upskilling," where creators had to adapt through prompt engineering, digital asset management, and motion capture. Highlighting indigenous solutions like the N-ATLAS project, the paper concluded that while AI was an inevitable fixture of the industry, a "cautious, hybrid evolution" was essential to balance technological speed with the preservation of authentic Nigerian cultural expression.