The Rise of Generative AI in Creative Agencies : An Examination of Opportunities, Challenges & Threats

This study explores the transformative impact of GenAI tools on creative agencies, with a focus on evolving professional practices, workplace culture, AI maturity, ethics and legislation. As GenAI rapidly reshapes the creative industries, it presents both opportunities for enhanced efficiency and challenges concerning creativity, copyright and client trust. This study examines how agencies deal with these complex issues, filling a gap in existing research. Using an exploratory qualitative approach, the study was grounded on nine semi-structured interviews with professionals in various positions within creative agencies. The empirical data was interpreted using the Technology Acceptance Model (TAM), showing that GenAI is predominantly applied during early-stage processes like brainstorming and sketching. In addition, professionals tend to view GenAI as a collaborator rather than a substitute for human creativity. Perceived usefulness and ease of use, both fundamental constructs of the TAM model, were central to the findings. Time efficiency emerged as a major motivator for adopting these tools in workflows, with caveats for output quality and legal uncertainty. The study discovers asymmetrical patterns of utilisation, as agencies vary in their approaches to training, ethical governance and client interaction. A key contribution is the formulation of actionable recommendations for GenAI adoption, such as role-based use cases, obtaining necessary skills and ethical approaches. Synthesized into a prototype, these recommendations aim to bridge the gap between technological potential and sustainable adoption. The thesis concludes that successful GenAI adoption in creative agencies requires balancing efficiency with creative autonomy, cultivating a workplace culture that mitigates risks associated with AI maturity and proactively managing regulatory uncertainties. By mapping these tensions and solutions, this research offers guidance to decision-makers within creative agencies, policymakers and educators with the authority and interest to influence GenAI’s evolving role within the communication sector.