Ideating With an Artificial Colleague: Exploring Advertising Creatives’ Attitudes Towards Human-AI Collaboration
Laine, Lauramaria (2021)
2021
Master's Programme in Human-Technology Interaction
Informaatioteknologian ja viestinnän tiedekunta - Faculty of Information Technology and Communication Sciences
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Hyväksymispäivämäärä
2021-09-20
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202109167133
https://urn.fi/URN:NBN:fi:tuni-202109167133
Tiivistelmä
In many industries, advances in artificial intelligence (AI) are causing fundamental changes in everyday work. As these advances are also increasing the creative capabilities of computational systems, it becomes relevant to investigate how AI could be a partner to a human in knowledge-intensive creative work. As the prevalent focus in creativity-related human-computer interaction research has been to study new tools in controlled experiments, the potential users’ needs have received less attention. To address this gap, this thesis study focuses on creative professionals working in advertising, aiming to increase understanding of their ideation activities and to explore their attitudes towards human-AI collaboration in creative work.
To investigate creative practitioners’ opinions in depth, semi-structured interviews with seven advertising creatives were conducted. During the interviews, the participants were presented with scenarios which described how AI systems could participate in creative ideation. These scenario descriptions were used as conversation starters to ensure critical reflection on a subject that was somewhat unfamiliar to the study participants.
The findings suggest that advertising creatives are mostly interested in utilising artificial intelligence in ideation activities. However, AI should not generate anything that seems complete without human contribution, but it should remain in the background, allowing the human to make decisions and retain control of the creative process. Advertising creatives expect AI to have beneficial effects on their creative performance, but they are also concerned about some potentially harmful consequences for creativity. Nevertheless, the study participants were also looking forward to highly intelligent artificial agents whose broad understanding would allow them to participate in an iterative creative process.
Although the findings cannot be converted into practical design recommendations, this exploratory study provides such insights into the opinions and attitudes of advertising creatives that future research on co-creative systems can build upon. The findings indicate a need for longitudinal studies, possibly with a focus on how to balance the user experience of co-creative systems and the potential gains in creative performance.
To investigate creative practitioners’ opinions in depth, semi-structured interviews with seven advertising creatives were conducted. During the interviews, the participants were presented with scenarios which described how AI systems could participate in creative ideation. These scenario descriptions were used as conversation starters to ensure critical reflection on a subject that was somewhat unfamiliar to the study participants.
The findings suggest that advertising creatives are mostly interested in utilising artificial intelligence in ideation activities. However, AI should not generate anything that seems complete without human contribution, but it should remain in the background, allowing the human to make decisions and retain control of the creative process. Advertising creatives expect AI to have beneficial effects on their creative performance, but they are also concerned about some potentially harmful consequences for creativity. Nevertheless, the study participants were also looking forward to highly intelligent artificial agents whose broad understanding would allow them to participate in an iterative creative process.
Although the findings cannot be converted into practical design recommendations, this exploratory study provides such insights into the opinions and attitudes of advertising creatives that future research on co-creative systems can build upon. The findings indicate a need for longitudinal studies, possibly with a focus on how to balance the user experience of co-creative systems and the potential gains in creative performance.