Postphenomenology of AI-based advertising design (PAIBAD): Negotiating creative agency and cultural sovereignty in Indonesia

This conceptual article investigates the complexities of generative Artificial Intelligence (AI) mediation within the Indonesian advertising design industry through a contemporary postphenomenological lens. Employing a critical conceptual synthesis of classical postphenomenology, machine learning uncertainty, and Global South design studies, this study proposes the Postphenomenology of AI-Based Advertising Design (PAIBAD) framework. The core theoretical proposition posits a transition from classical instrumental relations toward a Dialectical-Horizonal Relation ( ↔ ∼ ). By conceptualising the designer as an ontological negotiator rather than a passive recipient, the PAIBAD framework offers a theoretical architecture to examine how practitioners critically filter probabilistic algorithmic outputs. Consequently, the framework proposes a conceptual model to potentially mitigate the homogenisation of local aesthetics and support the assertion of Nusantara visual sovereignty against standardized algorithmic defaults.