Resistance and Adaptation: How Senior Professionals in Advertising Relate to AI

In recent years, the mass adoption of artificial intelligence (AI) tools capable of generating creative content, such as images, videos, and text, has transformed the way creative professionals work. Since the release of ChatGPT in November 2022, AI has become a focal point of interest. Research comparing ideas produced by generative AI with those generated by humans has gained traction. Our study is a qualitative investigation aimed at identifying perceptions regarding the use of AI in creative agencies and exploring how creative workers leverage this technology. We conducted interviews with key figures, including senior creative directors and agency founders, throughout Europe. The purpose of the study is to help readers understand the general impact of artificial intelligence on creative processes and the mindset of creative workers, addressing questions about the adoption of AI in advertising agencies, the implications of training creative professionals with AI tools, and the possible future repercussions of using AI on agency clients. The findings highlight the implications of AI on the perception and workflow of creative professionals in advertising, particularly in light of existing regulatory gaps, ethical concerns, and the hesitance among creative workers to fully embrace this technology. The findings also indicate a more subtle and less overt adoption of AI for commercial applications in communication, such as advertising design. Additionally, there is a growing usage of AI automation tools in business, to aid research, which could eventually lead to the replacement of certain services traditionally offered by advertisers. We conclude by discussing future research directions on AI and its potential impact on the advertising industry.