Generative Artificial Intelligence in Creative Processes: The Perspective of Marketing Agencies
Abstract
Purpose
This article aims to present the research results on the use of generative artificial intelligence (GenAI) in daily creative processes by marketing agencies.
Design/methodology/approach
The study is structured in two stages. The initial stage entails an analysis of extant academic and industry literature, intending to develop a theoretical construct and verify the research. The second stage involves a quantitative study using a survey questionnaire. The research sample was purposively selected and included 79 employees of marketing agencies.
Findings
The results indicate that GenAI has been widely adopted in the daily creative work of marketing agency employees. Key tools were identified, as well as correlations between the frequency of use of this technology and its perception by the agency and its stakeholders. Despite the generally positive attitude toward GenAI, some concerns are also noted, especially regarding copyright abuse and the potential impact on the labor market. The main benefits of GenAI implementation mentioned by respondents are increased efficiency, inspiration for new ideas, and support for innovation.
Practical implications
The findings can inform marketing managers and agency leaders on how to integrate GenAI tools strategically to enhance productivity and foster innovation, while addressing key concerns through internal policies and training.
Originality/value
The article provides an original contribution by quantitatively examining GenAI’s impact on marketing agencies’ creativity and the relationship between its usage frequency and perceived effectiveness.
© 2026 Tomasz Noga, Milena Le Viet-Błaszczyk, published by Jagiellonian University
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.