The Creative Process in AI-Driven Marketing

Pascal Stiefenhofer ()
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Pascal Stiefenhofer: Newcastle University, Economics

Chapter Chapter 7 in Conscious Consumption, 2026, pp 341-403 from Springer

Abstract: Abstract This chapter develops a comprehensive framework for understanding and evaluating creativity in marketing as a domain increasingly shaped by both human and machine agency. In keeping with the book’s broader concern with conscious consumption and production, the chapter focuses on conscious production, understood as reflective and norm-aware creative practice under conditions of AI mediation. Building on the previous chapter’s analysis of persuasion and moral storytelling, it shifts the focus from communication and reception to cultural production, examining how creativity itself is reconfigured in hybrid human–machine ecologies. The chapter first establishes the conceptual foundations of creativity, situating it within individual and organizational contexts and tracing its transformation in the age of artificial intelligence. It then introduces formal models that link componential theories of human creative potential with computational approaches, embedding ethical constraints directly into artificial agents. A comparative analysis clarifies the distinctive strengths of human creators, the functional advantages of machine agency, and the complementarities that arise in collaborative practice. These dynamics are illustrated through case vignettes spanning different modes of human–machine interaction, alongside design principles for constructing hybrid creative teams. The chapter further proposes a rigorous measurement and evaluation framework, specifying constructs, axioms, and composite metrics for assessing both creative performance and ethical alignment. It concludes by addressing governance, ethical, and regulatory challenges, emphasizing the need to align AI-driven creativity with principles of responsibility, transparency, and fairness. While the analytical focus rests on conscious production, consumer consciousness functions throughout as a normative horizon that shapes what counts as legitimate creativity, a dynamic examined directly in the following chapter. By integrating conceptual analysis, formal modeling, and applied cases, the chapter advances a pluralist account of ethical creativity in marketing and provides a conceptual bridge between earlier discussions of moral agency and contemporary debates on authorship, originality, and meaning in the age of intelligent machines.

Date: 2026
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DOI: 10.1007/978-3-032-22336-4_7

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