Creativity in Marketing Communication: AI-generated Design and Text vs. Human Factor

This study aims to explore respondents’ preferences when evaluating creative practices in marketing communication, focusing on the comparison of book cover designs and texts created by humans and those generated by artificial intelligence (AI). The research includes identifying how respondents perceive the aesthetics and authenticity of individual book covers, while also mapping situations in which AI-generated content is seen as problematic. AI demonstrates the ability to produce highly optimized content tailored for specific target audiences, communication channels, and current trends, making it a valuable tool in marketing communication. Despite these qualities enhancing its efficiency, fundamental challenges remain, such as the risk of generating monotonous, inauthentic, or stereotypical content. This study explores the authenticity and aesthetics of book covers in the context of respondent evaluations.