Leveraging Generative AI to Advance Creative Industries in the Publishing Sector: A Qualitative Grounded Theory Study

Abstract

The rapid expansion of generative artificial intelligence (GenAI)-based generative media is redefining the structures and functions of the publishing industry. In addition to enhancing efficiency and fostering innovative capabilities, this transformation raises fundamental questions concerning creative identity, authorship, public trust, and governance frameworks. Although a substantial body of the existing literature has focused on technological capabilities, the social, cultural, and regulatory dimensions of this transformation, particularly within local and context-specific settings, remain relatively underexplored. This study adopts a qualitative approach grounded in grounded theory to examine how generative media are perceived and integrated into Iran’s publishing ecosystem. Data were collected through semi-structured interviews with eight experts in publishing and technology and were analyzed using thematic analysis, structural co-occurrence analysis, and lexical analysis, leading to the development of a conceptual model. The findings indicate that generative media, as socio-technological systems, simultaneously enhance productivity and creativity while generating concerns regarding content quality, cultural homogenization, professional identity, and ethical responsibility. The core process identified as “redefining creative identity and local governance” explains the transition toward a hybrid publishing ecosystem. The proposed model provides a theoretical framework and practical guidance for balancing technological innovation with cultural values and public trust in the evolving publishing landscape