Disruptive innovations are the main drivers of lasting change across all spheres of business. One of the disruptive innovations that significantly influences and transforms modern business practices is generative artificial intelligence. Its application in the process of creating digital content is present in various business domains. This paper aims to examine attitudes and the level of use of generative artificial intelligence in the process of creating digital content within companies operating in Serbia. The research results indicate that respondents have a positive attitude toward generative artificial intelligence and its use in digital content creation. They do not perceive it as a threat to their jobs; however, they believe that its use may involve certain risks, as excessive automation could negatively affect both creativity and the originality of digital content.
Milić et al. (Wed,) studied this question.