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Creativity and Problem-Solving in Advertising: The Impact of ChatGPT within the Design Thinking Framework
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Resumo(s)
In the context of the impact of creativity in advertising, this thesis focuses on the incorporation of Generative Artificial Intelligence, in particular OpenAI's ChatGPT tool, within the Design Thinking framework. Through a qualitative analysis, including interviews with advertising professionals, the study explores the synergies between generative AI technologies and creative processes and problem-solving. It identifies key benefits, such as the tool's support for idea generation, workflow efficiency and time optimization, while acknowledging significant challenges, such as ensuring creative integrity and managing the limitations of AI technology. The research highlights the key role of human supervision in harnessing ChatGPT's potential to complement human creativity, proposing an updated Design Thinking framework that integrates GenAI tools to promote innovation and efficiency in creative practices. This comprehensive analysis not only sheds light on the operational and creative advantages of ChatGPT but also addresses the concerns and challenges associated with integrating AI into the creative industry.
The findings contribute to the ongoing update of traditional processes on the intersection of technology and creativity, offering valuable insights for advertising professionals aiming to harness AI's potential while maintaining the human essence.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
ChatGPT Design Thinking Advertising Creative Problem-Solving Generative AI Workflow Optimization Human-AI Collaboration Artificial Intelligence SDG 4 - Quality education SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 17 - Partnerships for the goals