Affiliations:
School of Business and Management, Lincoln University College, Kota Bharu, Malaysia
This study investigates the role of Artificial Intelligence (AI) in improving team productivity, quality management, and production efficiency in 3D game animation. The study aims to examine how AI influences workflows, team skill levels, and overall production outcomes in the animation industry. A quantitative survey was conducted among professionals working in medium- and large-sized animation companies, and the collected data were analyzed using Structural Equation Modeling (SEM). The results indicate that AI significantly improves quality management by automating quality control processes and providing real-time insights, which enhance production standards. However, AI shows a limited direct effect on production efficiency, suggesting that its full potential has not yet been fully realized in current workflows. The findings also highlight the importance of team skill levels, as highly skilled teams are better able to integrate AI tools into their workflows and gain greater benefits from AI adoption. The study is limited to medium- and large-sized animation companies, and therefore the findings may not fully represent smaller firms. In addition, the cross-sectional research design limits the ability to establish causal relationships. Future research could apply longitudinal designs and include objective performance data to provide more comprehensive insights. The results suggest that animation companies should prioritize training and professional development to effectively utilize AI technologies, while ensuring that human expertise remains central to the creative process. The integration of AI in animation production may lead to more efficient workflows, reduced operational costs, and improved product quality, which can support innovation, improve the working environment, and contribute to the creation of high-quality digital content for global audiences.
Artificial intelligence, 3D Game animation, Team productivity, Quality management, Production efficiency
https://doi.org/10.21833/ijaas.2026.04.014
Salhab, M. A., & Sohai, N. (2026). The mediating role of artificial intelligence in the relationship between production team productivity, quality management, and digital content production efficiency. International Journal of Advanced and Applied Sciences, 13(4), 138–154. https://doi.org/10.21833/ijaas.2026.04.014