KNOWLEDGE, ATTITUDE AND UTILISATION OF ARTIFICIAL INTELLIGENCE (AI) RESOURCES IN PRODUCTION OF NOLLYWOOD FILMS

This study investigated knowledge, attitude and utilization of Artificial Intelligence (AI) resources by Nollywood filmmakers in Nigeria. The study is hinged on the Technology Acceptance Model (TAM) and Digital Generative Multimedia Tool Theory (DGMTT). The research is a descriptive survey; data were collected through a purposive sampling procedure. Questionnaire prepared on Google form was distributed across Nigerian film professional bodies WhatsApp platforms. The 214 respondents who filled the questionnaire were chosen as the sample size as recommended by Glenn (1992). The data collected were analysed using frequency tables and simple percentages. The findings show that many Nigerian filmmakers have good knowledge of AI-aided film production; they have favourable attitude towards it and only few have utilized the resources in their productions. The study concluded that there is a growing awareness among filmmakers regarding the benefits of AI technologies, such as enhanced efficiency, improved content quality, and innovative storytelling methods. However, there exists notable gap in the comprehensive understanding of these resources and their practical applications within the industry. Based on the study’s findings and conclusion, the researchers recommend among others that stakeholders in the Nollywood should prioritize education and training initiatives, foster collaborations with technology providers, and advocate for policies that support sustainable technological integration in order to fully leverage AI's capabilities in the nation’s film industry.