Human-GenAI Collaboration in Creative Ideation: A Study with Advertising Professionals

This study examines how generative artificial intelligence and prompt quality affect creativity among advertising professionals. Ninety-eight participants were randomly assigned to three conditions: no GenAI, GenAI use, or GenAI use after prompt training. Participants who used GenAI after training generated significantly more ideas than those in the other conditions, although perceived creativity did not differ. Content analysis of prompts revealed key nuances in human–GenAI collaboration. Results underscore the importance of intentionally integrating GenAI to support divergent thinking in creative work.