This research reflects on the evolving Artificial intelligence (AI) technology in the creative advertising industry. With emphasis on the concerns in the advertising space, where AI is underway in threatening the novelty of originality in creative ideation harnessed by human creativity. AI technologies such as OpenAI GPT for audio production and StyleGAN for photo realistic generation is starting to replace human creation for creative work. The technology has convincing factors in benefit where the automation reduces time with speed and a more economical for production costs. The creativity in the advertising industry stands vulnerable with forthcoming AI technology’s impact and in contrast to the approach towards the support for inevitable innovation. Synthesised results of advertising materials, dominated by generative adversarial networks is garnering popularity, with the convincing content currently accepted by marketers. This thesis has three focus areas: keeping the balance with creativity with AI integration into creative workflows, debating the novelty of original creative mastery versus AI technology which is dependent on data to develop creative outputs and exploration of how AI collaborated with creative professionals enables efficacy of campaigns. As AI continues to be a threat to the novelty of originality, this will need further understanding on societal and economic implications. This research serves to evaluate further AI’s role in parameters for enhancing and transforming the creativity in the advertising paradigm. Ultimately, to assess the acceptance or resistance for the future.
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