Generative Artificial Intelligence in Creative Processes: The Perspective of Marketing Agencies
Year: 2026
Type: article
Study design: Observational Study
Abstract: Purpose This article aims to present the research results on the use of generative artificial intelligence (GenAI) in daily creative processes by marketing agencies. Design/methodology/approach The study is structured in two stages. The initial stage entails an analysis of extant academic and industry literature, intending to develop a theoretical construct and verify the research. The second stage involves a quantitative study using a survey questionnaire. The research sample was purposively selected and included 79 employees of marketing agencies. Findings The results indicate that GenAI has been widely adopted in the daily creative work of marketing agency employees. Key tools were identified, as well as correlations between the frequency of use of this technology and its perception by the agency and its stakeholders. Despite the generally positive attitude toward GenAI, some concerns are also noted, especially regarding copyright abuse and the potential impact on the labor market. The main benefits of GenAI implementation mentioned by respondents are increased efficiency, inspiration for new ideas, and support for innovation. Practical implications The findings can inform marketing managers and agency leaders on how to integrate GenAI tools strategically to enhance productivity and foster innovation, while addressing key concerns through internal policies and training. Originality/value The article provides an original contribution by quantitatively examining GenAI’s impact on marketing agencies’ creativity and the relationship between its usage frequency and perceived effectiveness.
Authors: Tomasz Noga, Milena Le Viet-Błaszczyk
Institution: University of Łódź
Language: English
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: diamond
OpenAlex ID: W7204880159