Exploring Industry Practices and Perspectives on AI Attribution in Co-Creative Use Cases

The increasing adoption of generative AI in human-AI co-creative workflows has led to the development of new policies and design guidelines for disclosing the usage of AI, promoting transparency and accountability in the collaborative process. However, it remains unclear how these policies are being translated into practice in product development. Through semi-structured interviews with 12 industry practitioners, we investigated current approaches and challenges in implementing AI attribution in business products. Our results reveal high variability in AI attribution approaches across products, as they consider factors such as the type of content produced by AI, the presence of human reviewers, stakeholder needs, and regulatory requirements. We also identified technical, user, and product-level challenges of implementing AI attribution in products, including difficulty tracing and discerning the significance of AI contributions, negative impacts on user experience and sense of ownership, and a lack of precedent in product-specific contexts. Our findings offer practical design implications for effective AI attribution strategies in co-creative business use cases.