arbiter
JournalsPricingAccount

Generative artificial intelligence in creative contexts: a systematic review and future research agenda

Rebecca Heigl

Management Review Quarterly2025https://doi.org/10.1007/s11301-025-00494-9review
AJG 1ABDC B
Weight
0.68

What the paper says

Abstract Generative artificial intelligence (GenAI) has recently attracted attention from literature and organisations, especially due to advances in machine learning techniques. However, research on GenAI in creative contexts remains in its early stages, with few attempts made to assess the current body of research or synthesise the existing knowledge in this area. To address this gap, this paper employs a systematic literature review of 64 studies to identify methods, research trends and key thematic insights shaping the current understanding of GenAI in creative contexts. The findings of this systematic literature review emphasise the rapid development of research on GenAI in creative contexts. The analysis highlights key factors influencing the adoption and impact of GenAI in creative processes, as well as the implications for creative outcomes and industry practices. From this analysis, several potential directions for future research emerge, including the long-term effects of GenAI on creative processes, socio-economic implications for creative industries, and frameworks for ethical use, and perception of GenAI-generated content.

27 citations

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1007/s11301-025-00494-9

Or copy a formatted citation

@article{rebecca2025,
  title        = {{Generative artificial intelligence in creative contexts: a systematic review and future research agenda}},
  author       = {Rebecca Heigl},
  journal      = {Management Review Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1007/s11301-025-00494-9},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Generative artificial intelligence in creative contexts: a systematic review and future research agenda

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.68

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.76 × 0.4 = 0.30
M · momentum1.00 × 0.15 = 0.15
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.