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The use and integration of Generative AI n the creative industry: Guidelines for the integration of generative AI tools in the corporate environment of the creative industry
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| 2.58 MB | Adobe PDF |
Orientador(es)
Resumo(s)
For decades, technological advancements have revolutionized the working landscape. From industrialage machines to computers and the internet, human’s productivity has improved and became more
efficient. The era of generative Artificial Intelligence (GAI) promises similar transformative potential by
enabling machines to mimic human cognitive tasks through expansive neural networks. The
advantages of new technologies and tools are clear, however their integration and adoption
specifically in the creative industry are still evolving. This research aims to investigate the integration
and use of GAI tools in the creative process of professionals in this industry. Through a design science
research, an initial literature review was conducted to gather and understand the current state-of-art
regarding AI, GAI and Creativity. This review was followed by the development of an online survey
tackling the main barriers and opportunities of the use of GAI tools in the creative industry, its
effectiveness, and current usage within creative teams in Portugal. The artifact of the research is a set
of actionable guidelines based on the key findings of the literature review and online survey that will
allow creative industry companies to have directions when integrating a GAI tool in their creative
workflows. As so, this research aims to bridge the gap between AI potential and practical application
in creative contexts, ultimately offering insights into leveraging AI for competitive advantage.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Artificial Intelligence Creative Industry Technology Innovation AI Driven Innovation Creativity Productivity Generative AI Creative Process AI Limitations Portugal SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure