The Future of Advertising Creativity: Humans vs AI Content Generation

Abstract

This article examines the evolving debate over whether human or artificial intelligence (AI)–generated content represents the future of advertising creativity. Situating the discussion within the broader context of technological transformation in marketing, the study employs a systematic literature review to synthesize evidence from advertising, consumer behavior, and computational creativity. The review reveals that while human creativity remains essential for delivering originality, emotional resonance, and cultural nuance, AI offers significant advantages in efficiency, scalability, and personalization. Findings further indicate that consumer responses to AI-generated ads are shaped by disclosure, perceptions of authenticity, and trust, with attitudes varying across contexts. The discussion highlights how hybrid models, where humans provide strategic and cultural direction and AI contributes speed and data-driven ideation, offer the most promising approach. The study concludes that advertising creativity is best understood as a collaborative process between human imagination and machine intelligence.