A Conceptual Framework for Integrating Generative AI in Advertising Image Creation for Graphic Design Education

Abdullah Kula Ismail, Norarifah Ali, Suzani Azmin and Suhaiza Hanim Suroya
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Abdullah Kula Ismail: Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia
Norarifah Ali: Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia
Suzani Azmin: Faculty of Art & Design, University Technology MARA Kedah, Kampus Sungai Petani, 08400 Merbok, Kedah, Malaysia
Suhaiza Hanim Suroya: School of Design & Creative Arts, Loughborough University, UK

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 26, 8387-8395

Abstract: Generative artificial intelligence (AI) has transformed creative practice, enabling designers to visualise complex ideas through human machine collaboration. Yet, its pedagogical integration within graphic design particularly in advertising image creation remains underdeveloped. This conceptual paper proposes a framework for integrating generative AI into advertising education, aiming to balance technological innovation with human creativity and ethical responsibility. Drawing on constructivist learning theory, the componential model of creativity, and the Technology Acceptance Model, the framework outlines four iterative phases: Concept Formation, AI-Assisted Ideation, Human Refinement, and Critical Evaluation. Each phase is supported by three cross-cutting principles: Ethical Practice, Pedagogical Guidance, and Creative Authenticity. The model positions AI as a cognitive partner that enhances divergent and convergent thinking while preserving human interpretive agency. Discussion of the framework highlights its pedagogical implications for curriculum design, reflective assessment, and educator training. By situating the discourse within global and regional contexts of design education, this study contributes to the evolving scholarship on human-AI collaboration in creative pedagogy. The framework offers a practical and ethical pathway for preparing future-ready designers capable of navigating the hybrid creative ecology of Industry 5.0.

Date: 2025
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