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AI and marketing creativity: New research by Prof. Margherita Pagani provides new insights
An article by Margherita Pagani (the director of the SKEMA Centre for Artificial Intelligence and professor of digital and artificial intelligence in marketing) titled "Unlocking Marketing Creativity using Artificial Intelligence" has been accepted for publication in the Journal of Interactive Marketing. Co-authored with Professor Jerry Wind from Wharton, this study explores the impact of generative and non-generative AI on marketing creativity.
This research examines the role of artificial intelligence (AI) in enhancing marketing creativity by analysing the synergy between computational and human creative processes. Through two studies, the applications of non-generative and generative AI in marketing contexts are investigated using both a conceptual and empirical approach. "We are delighted to share our new research project, accepted for publication by the Journal of Interactive Marketing. Our study delves into the comparison between traditional AI and generative AI, examining their effects on marketing creativity," says Margherita Pagani.
How creative individuals use AI and the effects on their creativity
“In the first study, the focus is on how creative individuals, particularly artists, use AI and its effects on their creative experiences. The findings reveal that AI serves as a new instrumental resource, a tool for exploring possibilities, and a means to deconstruct the creative process," explains Margherita.
The second study evaluates 1,036 AI systems (2015-2021) and 241,292 AI models (2022-2024), categorising them into four clusters and three levels of observed creativity. From these insights, the authors introduce a framework for AI-enabled creativity that includes inspiring agile methods, augmenting human creativity, and inspiring unconventional thinking. This framework, validated by three workshops, equips marketing leaders with a deeper understanding of AI's creative potential.
Learn more about Margherita Pagani
Learn more about SKEMA Centre for Artificial Intelligence
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