Santos, Vítor Manuel Pereira Duarte dosSilva, Mónica Archer Entrudo Pereira da2024-10-312024-10-312024-10-29http://hdl.handle.net/10362/174373Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsFor 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.engArtificial IntelligenceCreative IndustryTechnologyInnovationAI Driven InnovationCreativityProductivityGenerative AICreative ProcessAI LimitationsPortugalSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis203779002