Table 1.
Bibliometric analysis
| Key words | Marketing agency(-ies) | Creative agency(-ies) |
|---|---|---|
| AI/Artificial Intelligence | 16 | 26 |
| GenAI/Generative Artificial Intelligence | 0 | 3 |
| Total | 3 |
Table 2.
Creativity – world organizations’ classification
| Source | Nomenclature | Contents |
|---|---|---|
| GUS | Cultural and creative industries - areas | Visual arts, audiovisual arts and multimedia, architecture, art education, libraries and archives, advertising, books and press, performing arts, cultural heritage |
| DCMS | Cultural and creative industries | Advertising, antiques market, architecture, crafts, design, fashion, music, film, computer and video games, performing arts, publishing, software, radio and television |
| UNESCO | Cultural areas | Cultural and natural heritage, performances and celebrations, visual arts and crafts, book and press, interactive and audiovisual media, design and creative services |
| UNCTAD | Cultural industries | Visual arts, publishing and press activities, design, creative activities, new media, audiovisual arts, performing arts, traditional cultural expressions, cultural centres |
| Creative Australia | Cultural sector | Aboriginal and Torres Strait Islander arts, languages and cultures; cultural heritage; design; music, performance and celebration, including community cultural development; screen arts, broadcasting and interactive media; visual arts and crafts; writing and publishing activities |
| Creative Scotland | Arts and creative industries | Advertising, architecture, visual arts, crafts, fashion and textiles, design, performing arts, music, photography, film and video, computer games, radio and television, journalism and publishing, cultural heritage, software/e-publishing, cultural education |
| Creative Europe | Cultural and creative sectors | Architecture, cultural heritage, design, literature and publishing, music, performing arts, film and audiovisual industry |
[i] Source: Le Viet-Błaszczyk, 2024
Figure 1.
Respondents’ age
Source: own study
Figure 2.
Company size
Source: own study
Figure 3.
GenAI usage
Source: own study
Table 3.
Opinions on GenAI in creative marketing activities
| What’s your opinion about GenAI in creative work? | Average rate |
|---|---|
| It has high potential | 4.36 |
| It fosters efficiency | 4.26 |
| It can be inspiring | 4.25 |
| It fosters innovation | 4.03 |
| I’m worried about copyright infringement of GenAI | 3.48 |
| I consider myself AI literate | 3.21 |
| GenAI destroys creativity | 2.83 |
| I’m afraid that GenAI will take away my job | 2.23 |
Table 4.
Relationship between frequency of GenAI use and opinions about it
| Opinion | Spearman corelation | p-value | Kruskal-Wallis test statistic | p-value |
|---|---|---|---|---|
| It fosters efficiency | 0.3924 | 0.0044 | 8.0095 | 0.0458 |
| I consider myself AI literate | 0.4554 | 0.0007 | 12.6222 | 0.0055 |
Figure 4.
Attitudes toward GenAI in marketing
Source: own study