AI and Advertising: Implications for Professional Creativity
Keywords:
Artificial Intelligence (AI), Advertising, Professional Creativity, Technological Innovation, Digital TransformationAbstract
This study examined the intersectionality of artificial intelligence (AI) and advertising, with a specific focus on the implications for professional creativity. The objectives of this study were to: investigate the impact of AIdriven technologies on the creative process and ingenuity of advertising professionals; assess the extent to which AI-powered tools augment or diminish the role of human creativity in advertising; and explore the strategic implications of AI-infused advertising for the future of professional creativity. Theoretically, this study was grounded in the conceptual frameworks of the Diffusion of Innovations (DOI) theory and the Technology Acceptance Model (TAM), which provided a clear understanding of the relationship among technological advancements, professional practices, and creative outcomes. Methodologically, the mixed-methods approach was employed, combining both qualitative and quantitative data collection and analysis methods, with a study population comprising 200 advertising professionals in Akwa Ibom State and Cross River State, from which a sample size of 132 participants was selected using the Krejcie and Morgan (1970) sample size determination table. The stratified random sampling was, however, employed to draw out this sample size in the two states. Data were collected via a survey questionnaire and semi-structured interviews. The findings reveal that 61% of respondents reported that AI-driven technologies enhance their creative process and ingenuity, with 78% believing that AIpowered tools augment human creativity. Moreover, the study highlights the strategic implications of AI-infused advertising, with 67% of respondents anticipating a positive impact on the creative industry. The study recommended, among others that advertising professionals should develop skills in data analysis, programming, and AI literacy to effectively work with AI technologies.
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