Date of Award

5-26-2026

Thesis Type

Masters

Document Type

Dissertation

Divisions

Faculty of Arts and Social Sciences

Department

Department of Media and Communication Studies

Institution

Universiti Malaya

Abstract

As the central driving force behind the latest wave of technology and the fourth industrial revolution, generative artificial intelligence (GenAI) is swiftly and thoroughly permeating various industries, including the publishing industry. GenAI has ushered in a new era in the workplace, reshaping industries, redefining job roles, and fundamentally altering the way work is conducted. Therefore, the problem lies in the question of how GenAI is perceived by employees in the industry, whose roles are being altered by the advent of intelligent algorithms capable of automating tasks, analysing vast datasets, changing social development, and even making editorial decisions. While the adoption of GenAI has been extensively researched, and the factors influencing GenAI adoption are well-documented in existing literature, the success of these factors on GenAI adoption remains unclear, especially in Malaysian trade publishing companies. This study investigates how Grup Buku Karangkraf (GBK) employees perceive GenAI and to what extent they are willing to adopt it in their work practices. The research involves ten interviewees from different GBK departments. The range of this study is limited to Malaysian trade publishing companies and, more specifically, those that take on the role of handling publishing tasks. Qualitative research, specifically a semi structured interview with open-ended questions, was conducted at Kumpulan Media Karangkraf’s headquarters. Findings showed that although positive perceptions were prevalent, concerns regarding job displacement and ethical issues emerged due to the efficiency and velocity of GenAI. The capacity of GenAI to generate and enhance ideas, strategies, and creativity was highly esteemed by participants, particularly within the domains of marketing and content creation. The willingness of participants to adopt GenAI varied, encompassing approaches that ranged from cautious to conditional, necessity-driven, selective, and evolving perspectives. Findings exhibited that despite adopting GenAI into their operational workflows, GBK employees' full willingness to adopt GenAI in their daily work tasks is mitigated by apprehensions caused by ethical considerations, over-reliance, and the imperative for sufficient training and support.

Initial

khm

Additional Information

Dissertation (M.A.) – Faculty of Arts and Social Sciences, Universiti Malaya, 2026.

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