Qualitative study reveals how generative AI reconfigures creative workflows in advertising professionals, highlighting the necessity of metalinguistic competence to avoid deskilling.
Key Points
To examine how generative artificial intelligence alters daily creative routines in advertising agencies and identify conditions that support sustained professional capability development.
Exploratory qualitative study based on open-ended questionnaire responses from 18 advertising professionals (copywriters, art directors, and video designers/makers).
Researcher-led thematic analysis supported by InfraNodus Lab text-network semantic mapping to identify recurrent concepts and structural themes.
Generative AI shifted daily creative practices toward ideation, drafting, and visual exploration, relocating professional value toward metalinguistic prompting, output selection, and strategic interpretation.
Identified significant risks of professional deskilling from transactional efficiency gains, proposing a PDSA-informed framework to foster reflective learning and continuous capability development.