Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI
In recent years, the mass adoption of artificial intelligence (AI) tools capable of generating creative content, such as images, videos, and text, has transformed the way creative professionals work. Since the release of ChatGPT in November 2022, AI has become a focal point of interest. Research com...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
The Bucharest University of Economic Studies Publishing House
2025-04-01
|
| Series: | Journal of Emerging Trends in Marketing and Management |
| Subjects: | |
| Online Access: | https://www.etimm.ase.ro/RePEc/aes/jetimm/2024/JETIMM_V04_2024_102.pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1849720833937768448 |
|---|---|
| author | Dalia POLEAC Georgeta IONESCU |
| author_facet | Dalia POLEAC Georgeta IONESCU |
| author_sort | Dalia POLEAC |
| collection | DOAJ |
| description | In recent years, the mass adoption of artificial intelligence (AI) tools capable of generating creative content, such as images, videos, and text, has transformed the way creative professionals work. Since the release of ChatGPT in November 2022, AI has become a focal point of interest. Research comparing ideas produced by generative AI with those generated by humans has gained traction. Our study is a qualitative investigation aimed at identifying perceptions regarding the use of AI in creative agencies and exploring how creative workers leverage this technology. We conducted interviews with key figures, including senior creative directors and agency founders, throughout Europe. The purpose of the study is to help readers understand the general impact of artificial intelligence on creative processes and the mindset of creative workers, addressing questions about the adoption of AI in advertising agencies, the implications of training creative professionals with AI tools, and the possible future repercussions of using AI on agency clients. The findings highlight the implications of AI on the perception and workflow of creative professionals in advertising, particularly in light of existing regulatory gaps, ethical concerns, and the hesitance among creative workers to fully embrace this technology. The findings also indicate a more subtle and less overt adoption of AI for commercial applications in communication, such as advertising design. Additionally, there is a growing usage of AI automation tools in business, to aid research, which could eventually lead to the replacement of certain services traditionally offered by advertisers. We conclude by discussing future research directions on AI and its potential impact on the advertising industry. |
| format | Article |
| id | doaj-art-e4e6c5a60b7041f09d8b13eca34739b4 |
| institution | DOAJ |
| issn | 2537-5865 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | The Bucharest University of Economic Studies Publishing House |
| record_format | Article |
| series | Journal of Emerging Trends in Marketing and Management |
| spelling | doaj-art-e4e6c5a60b7041f09d8b13eca34739b42025-08-20T03:11:51ZengThe Bucharest University of Economic Studies Publishing HouseJournal of Emerging Trends in Marketing and Management2537-58652025-04-01I43952Resistance and Adaptation: How Senior Professionals in Advertising Relate to AIDalia POLEAC0Georgeta IONESCU1The Bucharest University of Economic StudiesFaculty of Sciences, Physical Education and Informatics National University of Science and Technology POLITEHNICA Bucharest, University Center of PiteștiIn recent years, the mass adoption of artificial intelligence (AI) tools capable of generating creative content, such as images, videos, and text, has transformed the way creative professionals work. Since the release of ChatGPT in November 2022, AI has become a focal point of interest. Research comparing ideas produced by generative AI with those generated by humans has gained traction. Our study is a qualitative investigation aimed at identifying perceptions regarding the use of AI in creative agencies and exploring how creative workers leverage this technology. We conducted interviews with key figures, including senior creative directors and agency founders, throughout Europe. The purpose of the study is to help readers understand the general impact of artificial intelligence on creative processes and the mindset of creative workers, addressing questions about the adoption of AI in advertising agencies, the implications of training creative professionals with AI tools, and the possible future repercussions of using AI on agency clients. The findings highlight the implications of AI on the perception and workflow of creative professionals in advertising, particularly in light of existing regulatory gaps, ethical concerns, and the hesitance among creative workers to fully embrace this technology. The findings also indicate a more subtle and less overt adoption of AI for commercial applications in communication, such as advertising design. Additionally, there is a growing usage of AI automation tools in business, to aid research, which could eventually lead to the replacement of certain services traditionally offered by advertisers. We conclude by discussing future research directions on AI and its potential impact on the advertising industry.https://www.etimm.ase.ro/RePEc/aes/jetimm/2024/JETIMM_V04_2024_102.pdfadvertisingartificial intelligencecreative servicesknowledge acquisitionin-depth interviews |
| spellingShingle | Dalia POLEAC Georgeta IONESCU Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI Journal of Emerging Trends in Marketing and Management advertising artificial intelligence creative services knowledge acquisition in-depth interviews |
| title | Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI |
| title_full | Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI |
| title_fullStr | Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI |
| title_full_unstemmed | Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI |
| title_short | Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI |
| title_sort | resistance and adaptation how senior professionals in advertising relate to ai |
| topic | advertising artificial intelligence creative services knowledge acquisition in-depth interviews |
| url | https://www.etimm.ase.ro/RePEc/aes/jetimm/2024/JETIMM_V04_2024_102.pdf |
| work_keys_str_mv | AT daliapoleac resistanceandadaptationhowseniorprofessionalsinadvertisingrelatetoai AT georgetaionescu resistanceandadaptationhowseniorprofessionalsinadvertisingrelatetoai |