Abstract
This article examines the role of artificial intelligence (AI) in enhancing marketing creativity by analyzing the synergy between computational and human creative processes. Through two studies, the authors investigate nongenerative and generative AI applications within marketing contexts using a conceptually driven and empirically derived approach. In Study 1, the authors observe how creative individuals, particularly artists, utilize AI and its effects on their creative experiences, revealing AI's role as (1) a new instrumental resource, (2) a tool for exploring possibilities, and (3) a means to deconstruct the creative process. Study 2 assesses 1,036 AI systems (2015–2021) and 241,292 AI models (2022–2024), categorizing them into four clusters and three levels of observed creativity. From these insights, the authors introduce a framework for AI-enabled creativity: (1) inspiring agile methods, (2) augmenting human creativity, and (3) inspiring unconventional thinking. Validated by three workshops, this framework equips marketing leaders with a deeper comprehension of AI's creative potential. The authors advocate for AI integration within agile, augmented, and unconventional marketing approaches, advancing our understanding of AI's contribution to marketing creativity. Additionally, they propose a research roadmap for empirical validation in real-world applications.