| Abstract [eng] |
Generative artificial intelligence systems have rapidly become integral to creative marketing infrastructure, yet their adoption is advancing more quickly than the understanding of their strategic and ethical implications. This work investi- gates the transformation of creative production process automation in marketing communication through generative AI, highlighting key implications for DeepTech entrepreneurs and marketing practitioners. The study utilizes a qualitative- dominant mixed-methods design, combining semi-structured expert interviews (n=3) with marketing practitioners and audience intercepts (n=30) in Stockholm, Sweden, which compared AI-generated and human-created advertising. Ex- pert interviews were analyzed using thematic coding, while audience preferences were assessed through a pre-post disclosure design. The findings indicate that entrepreneurs primarily adopt generative AI in response to budget con- straints and competitive pressures, implementing hybrid workflows that maintain human oversight during both ideation and approval stages. Experts report substantial efficiency gains and significant increases in variant generation capac- ity, while cautioning that unchecked automation may result in brand homogenization. Audience intercepts revealed 93.3% preference stability after disclosure, suggesting that execution quality is more influential than production method in low-involvement contexts. The research concludes that while AI offers scalable production capabilities, sustainable implementation requires pragmatic governance, context-sensitive disclosure, and continuous investment in human capability development to preserve brand distinctiveness. |
