Teaching Advertising Creativity Transformed by Artificial Intelligence: Testing the New Scenario
DOI:
https://doi.org/10.24137/raeic.11.22.1Keywords:
advertising creativity, university teaching, artificial intelligenceAbstract
The text explores the recommendations for teaching Advertising Creativity present in the academic literature. The aim of the text is to analyze the imminent transformation that the advent of Artificial Intelligence may cause in this subject and propose adjustments to facilitate its natural incorporation. With information provided by creative professionals through six in-depth interviews, the text explores the urgent adjustments needed in the university environment. Participant observation over more than 25 years of teaching creativity provides complementary practical recommendations for teaching under the action-research method. It is imperative to prepare students for this new environment marked by the gradual discovery of the contributions that AI can offer in creative work. The implications that AI may have on the teacher-student relationship and on course content are addressed. Creating content with AI, discussing its advantages and disadvantages in the classroom, and fostering critical thinking to evaluate productions and the ethical issues of its use are activities aimed at the effective integration of AI in teaching.
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