The Impact of Artificial Intelligence on the Creative Process of Marketing Professionals

Dias, Cecília Correa (2025) The Impact of Artificial Intelligence on the Creative Process of Marketing Professionals. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines the interaction between Artificial Intelligence (AI) and human creation, aiming to draw a map of its impacts in the Marketing Industry by researching how promotional texts are being created and how the creation process has changed with the emergence and popularisation of generative Artificial Intelligence tools. As AI is in rapid growth, both in technology and public awareness, this study presents itself as a thermometer for a Market in an accelerated shifting process, and an ethical guideline for the responsible use of said Technologies.

In the light of this context, the research places the point of view on the copywriter (i.e., the profession responsible for crafting promotional texts), instead of analysing the quality of the final product itself and the consumers' perspective on it. By qualitatively analysing semi-structured interviews conducted with copywriters through the lenses of both classical literature, especially on the field of ethics, and current work, the objective is to not only identify the AI tools being used in the creative process of copywriting, but also how it affects efficiency; the general relationship between creator and creation; and the self-perceive effects of the use of such tools.

The findings reveal that the impact of the AI tools in this sector is felt by marketers in a paradoxical manner, where they do not fully understand the change being lived, but are rather trying to catch up on the practical aspects of it.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Fitzgerald, Maurice UNSPECIFIED
Subjects:	Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 11:15
Last Modified:	14 Feb 2026 11:15
URI:	https://norma.ncirl.ie/id/eprint/9139

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