Dimensions of creativity as mediator between generative artificial intelligence and creative output in Philippine advertising agency

Ma. Scherry Mei Gonzales, Sophia Nicole Matawaran, Pascua Mary Christ, Rafael Luis Pesueña and Antonio Etrata, Jr.
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Ma. Scherry Mei Gonzales: University of Santo Tomas
Sophia Nicole Matawaran: University of Santo Tomas
Pascua Mary Christ: University of Santo Tomas
Rafael Luis Pesueña: University of Santo Tomas
Antonio Etrata, Jr.: University of Santo Tomas

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 3, 360-368

Abstract: Generative Artificial Intelligence (GAI) is continuously transforming the creative industries in the Philippines, particularly in advertising agencies, by generating creative content based on user input. This study explores how GAI impacts creativity in these agencies, focusing on two key areas: the dimensions of creativity (novelty, affectivity, utility, and humor) and the stages of the creative process (preparation, incubation, illumination, and verification). The research aims to understand how GAI can shape the creative workforce in advertising agencies, enhancing rather than replacing human creativity while supporting SDG 9: Industry, Innovation, and Infrastructure. As GAI becomes more integrated into the day-to-day workflows, its influence on idea collaboration and generation is the key area of the study. The researchers used the Partial Least Squares – Structural Equation Modeling (PLS-SEM) and WARP-PLS to analyze the survey data from the insights of industry professionals who use GAI in their creative output. Contrary to the previous research on how GAI shapes the creative process until the verification stage, the study found insufficient support for GAI’s influence on the verification stage of the creative output. GAI does not fundamentally redefine creativity in advertising but instead serves as a tool that streamlines processes and improves certain aspects of ideation. This indicates that the relationship between GAI and creative output is not direct, leading to a new emerging model that explains how the dimensions of creativity mediate the relationship on how GAI influences the creative output of advertising agencies in every stage of the creative process. Key Words:Advertising Agencies, Creative Outputs, Dimensions of Creativity, Generative Artificial Intelligence

Date: 2025
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