arbiter
JournalsAccount

Transforming Marketing Creative Capacities: The Role of Artificial Intelligence in Minimizing Creative Constraints

E. Deanne Brocato & Cassandra Davis

Journal of Marketing Education2025https://doi.org/10.1177/02734753241312350article
AJG 2ABDC B
Weight
0.50

Abstract

Artificial intelligence (AI) is poised to transform the way marketing activities are conducted and, as such, how educators prepare students for the ever-changing marketing landscape. As AI becomes increasingly integrated into marketing practices, it is crucial to examine its potential impact on marketing education. This research investigates the use of AI in a marketing Promotions Strategy course, a key component of marketing curriculum and one that poses challenges to students who struggle with creativity. Drawing on literature concerning creative anxiety, this research empirically examines how AI can shape students’ perceptions, experiences, and outcomes when faced with projects that demand creativity. The results of this study suggest that AI can serve as a valuable tool in assisting students to overcome the obstacles and challenges often stemming from a deficiency in creative expertise and proficiency in creative technologies.

Open via your library →

Cite this paper

https://doi.org/https://doi.org/10.1177/02734753241312350

Or copy a formatted citation

@article{e.2025,
  title        = {{Transforming Marketing Creative Capacities: The Role of Artificial Intelligence in Minimizing Creative Constraints}},
  author       = {E. Deanne Brocato & Cassandra Davis},
  journal      = {Journal of Marketing Education},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/02734753241312350},
}

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

Flag this paper

Transforming Marketing Creative Capacities: The Role of Artificial Intelligence in Minimizing Creative Constraints

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

Evidence weight

0.50

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

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
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.