Creative Artificial Intelligence for Marketers: A Framework and Research Agenda

Tanita Yonel*, Rajesh P. Bhargave, Johannes Hattula

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

Abstract

Emerging Creative Artificial Intelligence (AI) systems, such as MidJourney, Dall-E, and ChatGPT, are gaining attention for their potential to assist marketers in creative tasks like advertisement design and copywriting. These tools could empower marketers and creative professionals to enhance both the quantity and quality of their work. Despite rapid adoption, the concept of creative AI remains relatively underexplored in marketing literature. To address this gap, the present research explores opportunities and challenges of utilizing AI for creative tasks in marketing, with a focus on insights obtained from creative practitioners. Through in-depth interviews with experienced creative professionals, the study captures first-hand experiences and perceptions regarding AI’s impact on marketing creativity. Qualitative data feeds a grounded theory analysis, resulting in a comprehensive model that integrates AI into the creative process and outlines the perceived advantages and disadvantages for creative individuals and their output. The study concludes by offering strategic directions for effectively harnessing creative AI in marketing, laying the groundwork for future inquiries in this evolving field.
Original languageEnglish
Title of host publicationMarketing and AI: Shaping the Future Together : Proceedings of the 2024 AMS Annual Conference, Coral Gables, FL, USA, May 22–24
EditorsVincent Jeseo, Jasmine Parajuli
Place of PublicationCham
PublisherSpringer
Publication date2024
Pages26–37
ISBN (Print)9783031761928
ISBN (Electronic)9783031761935
DOIs
Publication statusPublished - 2024
Event2024 Academy of Marketing Science Annual Conference: Marketing and AI: Shaping the Future Together - Coral Gables, United States
Duration: 22 May 202424 May 2024
Conference number: 48
https://www.ams-web.org/past-conferences

Conference

Conference2024 Academy of Marketing Science Annual Conference
Number48
Country/TerritoryUnited States
CityCoral Gables
Period22/05/202424/05/2024
Internet address
SeriesDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN2363-6165

Keywords

  • Artificial intelligence
  • AI
  • Technology marketing
  • Creativity
  • Creative artificial intelligence
  • Grounded theory
  • Qualitative

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