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This study explores how artificial intelligence (AI) impacts advertising creativity, focusing on how creative directors view its adoption and implications. As AI quickly changes the industry, advertising professionals must decide its role in the creative process. Through in-depth interviews with 36 creative directors, the research investigates whether AI acts as a supportive tool or a potential replacement for human creativity. Key concerns include AI’s ability to boost efficiency and idea generation while preserving emotional depth, intuition, and cultural context—elements essential for meaningful and persuasive communication. The study also considers whether AI promotes a synergistic relationship between technology and human creativity or indicates a future shift toward full automation. By highlighting these perspectives, the research aims to advance the broader conversation about AI’s role in creativity, providing insights for advertising professionals and policymakers navigating this evolving landscape.

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Will Artificial Intelligence Replace Human Creativity in Advertising? The Creative Directors’ Perspective

  • 会议论文

  • 发表日期：

    2026年

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  • Alexandre Duarte,
  • Patrícia Dias

摘要

This study explores how artificial intelligence (AI) impacts advertising creativity, focusing on how creative directors view its adoption and implications. As AI quickly changes the industry, advertising professionals must decide its role in the creative process. Through in-depth interviews with 36 creative directors, the research investigates whether AI acts as a supportive tool or a potential replacement for human creativity. Key concerns include AI’s ability to boost efficiency and idea generation while preserving emotional depth, intuition, and cultural context—elements essential for meaningful and persuasive communication. The study also considers whether AI promotes a synergistic relationship between technology and human creativity or indicates a future shift toward full automation. By highlighting these perspectives, the research aims to advance the broader conversation about AI’s role in creativity, providing insights for advertising professionals and policymakers navigating this evolving landscape.