Navigating the intersection of human creativity and artificial intelligence in advertising : an explorative study of perceptions and AI literacy in digital advertising

Abstract

This thesis embarked on an exploratory journey to deepen our understanding of Artificial Intelligence's (AI) role in the advertising industry, focusing on perceptions of AI-generated versus human-created advertisements and their impact on future marketing skills amidst AI advancements. Motivated by research gaps identified by Huh Nelson and Russell (2023) and Royle and Laing (2014), it examined AI's effectiveness and evolving skill requirements in advertising. A literature review compared AI-driven and human-driven advertising methods, exploring AI's influence on consumer perception and decision-making. This set the stage for an empirical investigation, with a focus on ethical implications like data privacy and consumer autonomy. The methodology involved semi-structured interviews with marketing students and non-experts, enabling an in-depth exploration of attitudes towards AI in advertising. The analysis identified three key themes: AI's efficacy in advertising, skills and education, and AI literacy. These themes, emerging from thematic analysis, were instrumental in responding to the research questions. Findings highlighted AI's role in enhancing advertisement creativity, engagement, and memorability, with case studies like Coca-Cola, Heinz, and Prada demonstrating this impact. However, AI-generated content often lacked emotional depth, necessitating human input. The study emphasized the increasing relevance of technical skills and AI literacy in marketing, highlighting the need to understand AI's capabilities and ethical implications. The interplay between AI and human creativity is shaping the future of advertising, demanding a balanced approach and updated marketing skill sets. Theoretically, this thesis bridges literature gaps on AI's comparative effectiveness and skillset evolution in advertising. Practically, it offers insights for developing an AI-inclusive curriculum and underscores the ethical considerations essential in AI-driven advertising, such as transparency and consumer autonomy. Acknowledging limitations like potential participant biases and unclear extents of AI's involvement in adverts, the study still lays a foundation for future research. It provides a comprehensive view of AI's impact on advertising strategies and consumer interactions, suggesting further investigation into AI literacy's correlation with advertisement effectiveness and the ideal AI marketing curriculum. In conclusion, this thesis advances our understanding of AI and human creativity in advertising. It highlights evolving roles and skills for marketing professionals, advocating a symbiotic relationship between technological innovation and human insight. This research contributes academically and offers practical guidance for practitioners, educators, and policymakers, emphasizing a balanced approach where technology complements human creativity. As the advertising industry navigates AI's potential and limitations, this study forms a crucial base for ongoing research in AI and advertising.