Year: 2026
Type: dissertation
Abstract: This thesis examines how different role framings of generative artificial intelligence influence human interaction with ChatGPT and the outcomes of creative marketing work.Using an experimental design, ChatGPT was presented either as a tool or as a teammate while participants completed a marketing communications task.The study investigated prompting behavior, creative output quality, time efficiency and subjective experience.The results provide exploratory evidence that role framing was not associated with significant differences in prompting behavior, time efficiency or user experience.However, creative outputs in the teammate condition were rated higher in novelty, while creative outputs in the tool condition were rated higher in feasibility.The findings suggest that generative AI should not be viewed exclusively as either a tool or a teammate, but that different framings may be more suitable for different stages of creative work.
Author: Rakovec, Lana
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7223190980