Desperately Seeking Advertising Creativity: AI’s Impact

The goal of this study was to systematically review advertising creativity research published between 2009 and 2023, updating the 3Ps framework—person, place, and process The review of 106 articles revealed a notable surge in creativity-focused research, mirroring broader digital transformation and artificial intelligence (AI) industry shifts. Although “process” retains the most scholarly attention, the “person” dimension remains integral, while the “place” dimension lags behind at just three percent of published studies. Building on these insights, this review highlights how AI’s disruptive potential reshapes both creative workflows and pedagogical strategies in advertising education. Recommended teaching approaches include AI-integrated curriculum design, experiential learning simulations, and comprehensive creativity assessments aligned with the 3Ps. Together, these findings emphasize the need for a more expansive 3Ps framework to address the evolving demands of advertising creativity in a technologically driven era.