qualitative
- Creative & Branded Content
- Article
Harmony or Discord? Exploring the Impact of Generative AI on Human Creativity in Advertising
With generative AI tools like ChatGPT and Midjourney rapidly entering the advertising toolkit, the creative landscape is shifting. This study explores how advertising professionals perceive and use these technologies, where friction arises and what the future of human-AI collaboration in advertising might look like. Drawing on qualitative interviews and industry surveys, the paper offers a nuanced view of both enthusiasm and anxiety within the creative community—and sets a research agenda for the field.
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- Future States & AI
- Article
Designing with Machines: A Co-Creative Model for Generative AI in Advertising Agencies
A new study uncovers how advertising agencies are attempting to integrate generative AI into their creative workflows, and the repercussions of that process. Based on interviews and field data, the research presents a four-phase model—readiness, co-creativity, validation and execution. Although the study reveals certain anxieties surrounding this integration, in the end both human and AI elements together are required to boost and enliven the creative process.
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