Collaborating With AI

Teaching Advertising Creativity

Bibliographic Data

ID21643598
AuthorsSabrina Habib (0000-0002-7849-6515, University of South Carolina, Columbia, USA, corresponding author), Shannon Zenner (0000-0003-4505-2317, Elon University, NC, USA)
Year2026
Publication date2026-05-30
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournalism & Mass Communication Educator (JOURNAL)
Journal identifiersISSN: 1077-6958 • E-ISSN: 2161-4326
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/10776958261451526
OpenAlexW7162873877
LanguageEN
References cited18

The integration of generative AI into advertising education raises questions about its impact on creative learning. Guided by Amabile’s componential theory, this mixed-methods study compares human–AI and human–human collaboration in ideation tasks completed by 64 undergraduates. AI collaboration increased ideational efficiency but was associated with lower reported cognitive engagement and creative ownership; students viewed AI-generated ideas as more original yet less relevant. Preference for AI collaboration was predicted by perceived creativity during the task rather than baseline creative confidence. These findings suggest that structured sequencing and framing of AI use are critical for sustaining creative agency in advertising coursework

Cognition · Conceptualization · Creativity · Creativity technique · Generative grammar · Ideation · AI in Service Interactions · Artificial Intelligence in Healthcare and Education · Management and Marketing Education

Tools

Open DOIOpen Access