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The intersection of Generative AI (Gen AI) and advertising represents a crucial turning point, highlighted by recent developments in academic research and practitioner application. This research, through interviews with senior advertising executives, explores the synergy between Gen AI and human creativity. We find that Gen AI reshapes creativity, handling routine tasks while human insights drive brand strategy and emotional connections. Concerns of creative homogenization and the ethical implications of Gen AI use highlight the irreplaceable human element. A debate about AI’s transparency in advertising reflects differing views on its role as a creative tool. Overall, the responsibility for the ethical application of Gen AI lies with humans, underscoring the need for guidelines and regulation as the advertising industry navigates its creative potential.
Demsar et al. (2025) studied this question.