Dimensions of creativity as a mediator between generative artificial intelligence and creative output in the Philippine advertising agencies

Ma. Scherry Mei Gonzales; Sophia Nicole Matawaran; Mary Christ Pascua; Rafael Luis Pesueña; Antonio Etrata

doi:10.20525/ijrbs.v14i3.4115

Authors

Ma. Scherry Mei Gonzales University of Santo Tomas https://orcid.org/0009-0002-4076-5203
Sophia Nicole Matawaran University of Santo Tomas https://orcid.org/0009-0007-9095-528X
Mary Christ Pascua University of Santo Tomas https://orcid.org/0009-0007-4981-6616
Rafael Luis Pesueña University of Santo Tomas
Antonio Etrata University of Santo Tomas https://orcid.org/0000-0002-3294-8862

DOI:

https://doi.org/10.20525/ijrbs.v14i3.4115

Keywords:

Advertising Agencies, Creative Outputs, Dimensions of Creativity, Generative Artificial Intelligence

Abstract

Generative Artificial Intelligence (GAI) is continuously transforming the creative industries in the Philippines, particularly in advertising agencies, by generating creative content based on user input. This study explores how GAI impacts creativity in these agencies, focusing on two key areas: the dimensions of creativity (novelty, affectivity, utility, and humor) and the stages of the creative process (preparation, incubation, illumination, and verification). The research aims to understand how GAI can shape the creative workforce in advertising agencies, enhancing rather than replacing human creativity while supporting SDG 9: Industry, Innovation, and Infrastructure. As GAI becomes more integrated into the day-to-day workflows, its influence on idea collaboration and generation is the key area of the study. The researchers used the Partial Least Squares – Structural Equation Modeling (PLS-SEM) and WARP-PLS to analyze the survey data from the insights of industry professionals who use GAI in their creative output. Contrary to the previous research on how GAI shapes the creative process until the verification stage, the study found insufficient support for GAI’s influence on the verification stage of the creative output. GAI does not fundamentally redefine creativity in advertising but instead serves as a tool that streamlines processes and improves certain aspects of ideation. This indicates that the relationship between GAI and creative output is not direct, leading to a new emerging model that explains how the dimensions of creativity mediate the relationship on how GAI influences the creative output of advertising agencies in every stage of the creative process.

Downloads

Download data is not yet available.

References

Advertising Agency: Meaning, structure, types, functions, and importance. (n.d.-c). CommerceMates. https://commercemates.com/advertising-agency/

American Marketing Association. (2024, July 1). Marketing vs. advertising. https://www.ama.org/marketing-vs-advertising/

Amankwah-Amoah, J., Abdalla, S., Mogaji, E., Elbanna, A., & Dwivedi, Y. K. (2024). The impending disruption of creative industries by generative AI: Opportunities, challenges, and research agenda. Elsevier. https://doi.org/10.1016/j.ijinfomgt.2024.102759 DOI: https://doi.org/10.1016/j.ijinfomgt.2024.102759

Argan, M. T., Dinç, H., & Kaya, S. (2023). Artificial intelligence (AI) in advertising: Understanding and schematizing the behaviors of social media users. ADCAIJ: Advances in Distributed Computing and Artificial Intelligence Journal, 11(3). https://doi.org/10.14201/adcaij.28331 DOI: https://doi.org/10.14201/adcaij.28331

Aydin, Ö., & Karaarslan, E. (2023). Is ChatGPT leading generative artificial intelligence? What is beyond expectations? Academic Platform Journal of Engineering and Smart Systems, 11(3), 118-134. https://doi.org/10.21541/apjess.1293702 DOI: https://doi.org/10.21541/apjess.1293702

Barenscheer, T. (2023b, October 30). The essential role of creativity in advertising. Official Teamly Blog - Official Teamly Blog - Your Project Management Resource. https://www.teamly.com/blog/creativity-in-advertising/

Dimitrieska, S. (2024). Generative artificial intelligence and advertising. Trends in Economics, Finance and Management Journal, 6(1), 23-34. https://doi.org/10.69648/eyzi2281 DOI: https://doi.org/10.69648/EYZI2281

Doshi, A. R., & Hauser, O. P. (2024). Generative artificial intelligence enhances individual creativity but reduces the collective diversity of novel content. Science Advances, 10(28). https://doi.org/10.1126/sciadv.adn5290 DOI: https://doi.org/10.1126/sciadv.adn5290

Eapen, T., Finkenstadt, D. J., Folk, J., & Venkataswamy, L. (2024). How generative artificial intelligence can augment human creativity. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.4759930 DOI: https://doi.org/10.2139/ssrn.4759930

Eisend, M. (2021). The influence of humor in advertising: Explaining the effects of humor in two-sided messages. Psychology and Marketing, 39(5), 962-973. https://doi.org/10.1002/mar.21634 DOI: https://doi.org/10.1002/mar.21634

Esling, P., & Devis, N. (2020, August 13). Creativity in the era of artificial intelligence. arXiv.org. https://arxiv.org/abs/2008.05959

Fenwick, M., & Jurcys, P. (2023). Originality and the future of copyright in an age of generative artificial intelligence. Computer Law & Security Review, 51, 105892. https://doi.org/10.1016/j.clsr.2023.105892 DOI: https://doi.org/10.1016/j.clsr.2023.105892

Foote, K. D. (2024, September 25). A brief history of generative artificial intelligence. DATAVERSITY. https://www.dataversity.net/a-brief-history-of-generative-ai/

Go??b-Andrzejak, E. (2022). AI-powered digital transformation: Tools, benefits and challenges for marketers – Case study of LPP. ResearchGate. https://doi.org/10.1016/j.procs.2023.01.305 DOI: https://doi.org/10.1016/j.procs.2023.01.305

Gorenz, D., & Schwarz, N. (2024). How funny is ChatGPT? A comparison of human- and A.I.-produced jokes. PLOS ONE, 19(7), e0305364. https://doi.org/10.1371/journal.pone.0305364 DOI: https://doi.org/10.1371/journal.pone.0305364

Gould, W. R. (2023, June 26). Five key stages of the creative process. Five key stages of the creative process. https://www.skillshare.com/en/blog/stages-of-the-creative-process/

Grilli, L., & Pedota, M. (2024). Creativity and artificial intelligence: A multilevel perspective. Creativity and Innovation Management, 33(2), 234-247. https://doi.org/10.1111/caim.12580 DOI: https://doi.org/10.1111/caim.12580

Haase, J., & Hanel, P. H. (2023). Artificial muses: Generative artificial intelligence chatbots have risen to human-level creativity. Journal of Creativity, 33(3), 100066. https://doi.org/10.1016/j.yjoc.2023.100066 DOI: https://doi.org/10.1016/j.yjoc.2023.100066

Han, B. (2023, December 30). Humor appeals in advertising and their importance. YCC MARKETER. https://yccmarketer.com/humor-appeals-in-advertising/

Hinsch, C., Felix, R., & Rauschnabel, P. A. (2020). Nostalgia beats the wow-effect: Inspiration, awe, and meaningful associations in augmented reality marketing. Journal of Retailing and Consumer Services, 53, 101987. https://doi.org/10.1016/j.jretconser.2019.101987 DOI: https://doi.org/10.1016/j.jretconser.2019.101987

Hong, J., & Curran, N. M. (2019). Artificial intelligence, artists, and art: Attitudes toward artwork produced by humans vs. artificial intelligence. Digital Library. https://doi.org/10.1145/3326337 DOI: https://doi.org/10.1145/3326337

Huang, M., & Rust, R. T. (2024b). Automating creativity. arXiv (Cornell University). https://doi.org/10.48550/arxiv.2405.06915

Kiraz, A., Canpolat, O., Özkurt, C., & Ta?k?n, H. (2020). Analysis of the factors affecting the Industry 4.0 tendency with the structural equation model and an application. Computers & Industrial Engineering, 150, 106911. DOI: https://doi.org/10.1016/j.cie.2020.106911

Koivisto, M., & Grassini, S. (2023). Best humans still outperform artificial intelligence in a creative divergent thinking task. Scientific Reports, 13(1). https://doi.org/10.1038/s41598-023-40858-3 DOI: https://doi.org/10.1038/s41598-023-40858-3

Lai, Z. (2021, January). Research on advertising core business reformation driven by artificial intelligence. ResearchGate. https://10.1088/1742-6596/1757/1/012018 DOI: https://doi.org/10.1088/1742-6596/1757/1/012018

Lloyd-Cox, J., Pickering, A., & Bhattacharya, J. (2022). Evaluating creativity: How idea context and rater personality affect considerations of novelty and usefulness. Taylor & Francis. https://doi.org/10.1080/10400419.2022.2125721 DOI: https://doi.org/10.1080/10400419.2022.2125721

Mokoena, A., Prinsloo, J. J., Gawlik, R., & Pelser, T. (2021). A framework for the sustainability of advertising agencies in an emerging economy: The case of South Africa. Taylor & Francis. https://doi.org/10.1080/13527266.2021.1989613 DOI: https://doi.org/10.1080/13527266.2021.1989613

Musmade, P., Nijhawan, L., Udupa, N., Bairy, K., Bhat, K., Janodia, M., & Muddukrishna, B. (2013). Informed consent: Issues and challenges. Journal of Advanced Pharmaceutical Technology and Research, 4(3), 134. https://doi.org/10.4103/2231-4040.116779 DOI: https://doi.org/10.4103/2231-4040.116779

Núñez-Barriopedro, E. N., Klusek, K. G. K., & Tobar-Pesántez, L. T. (2019, August 12). The effectiveness of humor in advertising: Analysis from an international scope. https://www.abacademies.org/articles/

Otamendi, F. J., & Martín, D. L. S. (2020). The emotional effectiveness of advertisement. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.02088 DOI: https://doi.org/10.3389/fpsyg.2020.02088

Paredes, M. P. L., Bautista, R. A., & Dui, R. P. (2023). Advertising creativity: Its influence on media response states towards the hierarchy of effects. Heliyon, 9(9), e19283. https://doi.org/10.1016/j.heliyon.2023.e19283 DOI: https://doi.org/10.1016/j.heliyon.2023.e19283

Rafner, J., Beaty, R. E., Kaufman, J. C., Lubart, T., & Sherson, J. (2023). Creativity in the age of generative artificial intelligence. Nature Human Behaviour, 7(11), 1836-1838. https://doi.org/10.1038/s41562-023-01751-1 DOI: https://doi.org/10.1038/s41562-023-01751-1

Sreynich, M. O. (2023). The impact of artificial intelligence on copywriting. ResearchGate. https://doi.org/10.13140/RG.2.2.34835.69927

Tredinnick, L., & Laybats, C. (2023). Black-box creativity and generative artificial intelligence. Sage Journals. https://doi.org/10.1177/0266382123119513 DOI: https://doi.org/10.1177/02663821231195131

Vinchon, F., Lubart, T., Bartologya, S., Gironnay, V., & Botella, M. (2023). Artificial intelligence & creativity: A manifesto for collaboration. The Journal of Creative Behavior. https://doi.org/10.1002/jocb.597 DOI: https://doi.org/10.1002/jocb.597

Wigert, B. G., Murugavel, V. R., & Reiter-Palmon, R. (2022). The utility of divergent and convergent thinking in the problem construction processes during creative problem-solving. Psychology of Aesthetics, Creativity, and the Arts.

Zanger, V., Meißner, M., & Rauschnabel, P. A. (2022). Beyond the gimmick: How affective responses drive brand attitudes and intentions in augmented reality marketing. Psychology and Marketing, 39(7), 1285-1301. https://doi.org/10.1002/mar.21641 DOI: https://doi.org/10.1002/mar.21641