Service innovation through generative AI art platforms: the MIND affordances

The emergence of generative artificial intelligence (AI) platforms has revolutionized the creative art industry. Although recent research has explored various aspects of AI, how the unique affordances provided by AI art platforms shape consumer responses remains unclear. To fill this gap, this study draws on the affordance theory to examine how affordances affect user behavior through user empowerment. By analyzing 2747 posts on social media using text mining, we identified four primary affordances of AI art platforms: monetization, ideation, navigation, and demonstration. Further, we surveyed 1477 users of AI art platforms to investigate the effects of these affordances on user outcomes. Utilizing partial structural equation modeling (PLS-SEM), the results reveal that all four affordances types positively impact user empowerment, which in-turn drives evangelism, stickiness, and AI-enabled productivity. The findings offer useful implications for AI art platform service providers seeking to develop long-term user relationships.