Effects of generative artificial intelligence on creative processes within local advertising agencies.

This qualitative study investigates the perceptions and experiences of advertising and public relations (PR) practitioners concerning the integration of Generative AI (GenAI) tools and their influence on creative workflows in local agencies. With rapid advancements in AI technologies, the advertising and PR industries are increasingly adapting to new creative paradigms shaped by automation, data-driven insights, and the strategic capabilities of GenAI. To understand these shifts, seven industry professionals participated in semi-structured interviews, sharing rich, firsthand accounts of how GenAI supports, challenges, and transforms their day-to-day practices. Through a thematic analysis, five major findings emerged: (1) GenAI enhances human creativity by serving as a brainstorming partner and ideation accelerator; (2) efficiency complements creativity, as task automation allows professionals to focus on higher-order thinking and conceptual development; (3) ethical concerns and data privacy issues influence how and when GenAI is used; (4) training and customization play a crucial role in optimizing GenAI outputs; and (5) GenAI is increasingly viewed as a strategic tool for competitive advantage, predictive analysis and collaboration in a competitive landscape. Overall, the findings underscore that while GenAI is a powerful and evolving tool within the creative domain, its value lies in augmenting—not replacing—human ingenuity. Practitioners view it as a collaborative partner that must be managed with intentionality, transparency, and ongoing learning. The study contributes to broader conversations around the future of work in creative industries, offering both theoretical insights into human-AI collaboration and practical considerations for agencies navigating this technological shift.