Unlocking Marketing creativity using Artificial Intelligence

This paper examines Artificial intelligence (AI)’s role in enhancing marketing creativity by analyzing the synergy between computational and human creative processes. Through two studies, we investigate non-generative and generative AI applications within marketing contexts using a conceptually driven and empirically derived approach. In Study 1, we observe how creative individuals, particularly artists, utilize AI and its effects on their creative experiences, revealing AI’s role as 1) a new instrumental resource, 2) a tool for exploring possibilities, and 3) a means to deconstruct the creative process. Study 2 assesses 1,036 AI systems (2015-2021) and 241,292 AI models (2022-2024), categorizing them into four clusters and three levels of observed creativity. From these insights, we introduce a framework for AI-enabled creativity: (i) Inspiring agile methods, (ii) Augmenting human creativity, and (iii) Inspiring unconventional thinking. Validated by three workshops, this framework equips marketing leaders with a deeper comprehension of AI’s creative potential. We advocate for AI integration within agile, augmented, and unconventional marketing approaches, advancing our understanding of AI’s contribution to marketing creativity. Additionally, we propose a research roadmap for empirical validation in real-world applications.