Adoption of Generative AI in content creation: A case study from the advertising industry

This research examines the integration of generative Artificial Intelligence (AI) in content creation within the advertising industry, highlighting the balance between AI innovation and human creativity. Using the Unified Theory of Acceptance and Use of Technology (UTAUT), professionals from a global advertising agency were interviewed to understand their perspectives on AI adoption. The findings reveal that while AI enhances efficiency and content quality, its adoption requires content marketers to navigate a learning curve, influenced by industry competition and leadership support. The study emphasizes the importance of accessible, user-friendly support systems for successful AI integration, reflecting on how AI is reshaping the creative process in advertising.