17064R3m-4 Reframing AI in Advertising: Creative Workers’ Self-Efficacy in the Age of Technological Change

The increasing integration of Artificial Intelligence (AI) into the advertising industry has generated both enthusiasm and concern among creative professionals, particularly regarding its impact on job roles that have traditionally relied on human intuition and originality. While much of the existing literature focuses on the technical functions and efficiency of AI, there remains a notable gap in understanding how individuals within creative roles psychologically respond to such technological shifts, especially through the lens of self-efficacy. This study investigates the self-efficacy of creative workers, namely copywriters and art directors, in adapting to the presence of AI in their professional environment. Employing a qualitative design, data were collected through focus group discussions with six participants from the creative division of PT Armananta Eka Putra (Artek Advertising). The discussion protocol was based on an adapted version of Bandura’s General Self-Efficacy Scale to explore participants’ subjective narratives and coping strategies. Thematic analysis revealed that self-efficacy is a crucial factor influencing whether AI is perceived as a threat or an opportunity. Participants with high self-efficacy described AI as a tool for creative enhancement and continuous learning, whereas those with lower efficacy initially exhibited resistance and anxiety but showed signs of transformation through social modeling and experiential learning. The findings underscore the dynamic nature of self-efficacy and its potential to be cultivated through supportive environments, targeted training, and inclusive leadership. This study offers meaningful insights for developing psychologically responsive workplace strategies that empower creative professionals amid digital disruption.