Current Issue Summary
June 2025 (Vol. 65, Issue 2)
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising
This study explores how AI is reshaping creative processes while human insights drive brand strategy and emotional connections. Through interviews with senior advertising executives, the research reveals that AI can enhance efficiency by handling routine tasks, while human creativity ensures brand authenticity and emotional resonance. However, the study also identifies risks, such as creative homogenization and ethical concerns, emphasizing the irreplaceable value of human creativity in maintaining brand identity and fostering meaningful consumer connections.