Current Issue Summary
June 2025 (Vol. 65, Issue 2)
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration
How are advertising agencies integrating generative AI into their creative processes? This new study in the JAR focuses on this question, specifically on text-to-image tools like DALL-E. Using interviews with industry professionals, the researchers develop a co-creative process model with four key stages: readiness, co-creativity, validation and execution. The study reveals that successful AI adoption requires an adaptive mindset, technical skills and a balance between human creativity and AI capabilities. The findings offer practical insights for agencies seeking to harness AI without undermining creative quality.