This study explored the implications of Artificial Intelligence (AI)-powered creativity tools on the creative process within advertising, focusing on the case of Gigil, a globally awarded Philippine advertising agency known for its disruptive and unconventional campaigns. It also discussed the opportunities, challenges, and ethical considerations that arise as technology becomes more embedded in the creative field.

Employing a qualitative case study design, five key professionals from Gigil were interviewed through semi-structured, one-on-one interviews. Thematic analysis was applied to determine how AI-powered creativity tools influence the creative process within the agency.

The findings revealed that AI acts as a collaborative tool that enhances efficiency, supports idea generation, and expands creative possibilities. However, participants noted potential drawbacks such as dependence on AI outputs, risks of reduced originality, and ethical concerns in authorship and content ownership. Results indicated that while AI contributes to productivity and innovation, human creativity remains indispensable for emotional depth, cultural relevance, and storytelling.

Drawing from these insights, a Position Paper was proposed to the Ad Standards Council (ASC), emphasizing ethical guidelines for integrating AI in advertising. It concludes that when used as an augmentative rather than a substitutive tool, AI strengthens the creative process and promotes balanced collaboration between human ingenuity and technology. It is recommended that industry players use the position paper as a framework for policy and self-regulation. Future researchers may assess the effectiveness of these guidelines once implemented, evaluating whether such measures enhance accountability, uphold creative integrity, and sustain public trust across creative sectors.

Authors:
Carmi Joice Maniago, Holy Angel University, Philippines

About the Presenter(s)
Carmi Maniago, Content Marketing Specialist, manages accounts in finance, tech, law, and education. Interested in communication, digital strategy, and mentorship, she is expanding her remote consultancy while preparing to pursue a teaching career.

See this presentation on the full schedule – Saturday Schedule

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