Abstract
Generative artificial intelligence (GAI) is transforming advertising creativity, raising questions about its role as an ally or disruptor. In this context, our investigation examines how professionals in Portuguese advertising agencies perceive and integrate GAI into their creative processes, identifying its benefits, challenges, and ethical implications. As GAI tools become more prevalent, understanding their impact is crucial for balancing technological efficiency and human originality. Using a qualitative empirical approach, the study conducted semi-structured interviews with managers, designers, and creative professionals from agencies in Castelo Branco and the Lisbon Metropolitan Area. A non-exhaustive sampling method was applied, and MAXQDA software was used to analyze anonymized interviews. Grounded in authors as Flick (2005), Bryman (2012), and Berger (2016), the study explores four hypotheses: GAI enhances efficiency and accelerates creative production (H1), requires careful integration to preserve authenticity (H2), stimulates new forms of creativity (H3), and raises concerns about originality and intellectual property (H4). Findings indicate that GAI is widely used, improving workflow efficiency but also introducing ethical concerns, particularly regarding originality and regulation. In conclusion, this research shows how ethical awareness and regulatory frameworks to ensure responsible GAI use in advertising are relevant and urgent in Portugal. Future research should explore its impact in other Portuguese regions and apply qualitative and quantitative methodologies to deepen understanding of its evolving role in advertising creativity.
Presenters
Hadassa OliveiraJunior Fellow and PhD Candidate, Laboratory of Applied Research in Communication and Media - LIACOM, Higher School of Social Communication, Polytechnic Institute of Lisbon, ESCS-IPL, Lisboa, Portugal Jorge Verissimo
Student, PhD, School of Communication and Media Studies (ESCS), Lisbon, Portugal Stover Eduardo Ezequias
Professor, ISCTE Institute of Public and Social Policies, Lisboa, Portugal
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
CREATIVITY, ADVERTISING, GENERATIVE ARTIFICIAL INTELLIGENCE, ETHICAL BEHAVIOUR, ADVERTISING AGENCY
