‘Yes, I am a slave to AI’: Critical perspectives of generative AI in co-creation and problem-solving

Abstract

Advances in technology have led to a new form of human interaction, especially with consumers. Faced with this change, companies have begun to adopt new practices and tools in a competitive environment. Thus, problem-solving in marketing is understood as a more dynamic form of interaction, with greater assertive impact, aimed at cost reduction, brand recognition and increased sales. However, significant challenges are posed by advances in emerging technologies, particularly generative artificial intelligence (GenAI). This article synthesises practitioners’ and academics’ perspectives on the use of GenAI by ‘slave’ in the context of advertising. These perspectives build a narrative about organisations’ dependence on AI for co-creation and problem-solving. This research offers a significant and timely contribution to marketing practitioners by highlighting challenges and concerns in the current context and by reinforcing that dependence on AI can have consequences, including limitations on critical thinking and on the human co-creation process.