Exploring the Integration of Generative AI in Advertising Agencies: a Co-creative Process Model for Human-AI Collaboration - Weila Cui

Year
2025
Tags
generative AI
creativity
advertising industry
human-AI collaboration
co-creativity
future of work
design research
artificial intelligence
creative practice
U21
Nottingham
Summary

As generative AI reshapes the advertising industry, this research shows creativity is not replaced but redistributed. Through interviews and immersive fieldwork, a four-stage framework—readiness, co-creativity, validation, and execution—reveals how humans and AI can collaborate to amplify creative potential rather than diminish it.