Review article

https://doi.org/10.63191/mcpr.15.1.5

THE USE OF AI IN GERMAN DESIGN- AND ADVERTISING AGENCIES – THE INFLUENCE ON THE ORGANIZATIONAL STRUCTURE AND THE ACTIONS OF INDIVIDUAL ACTORS

Ellen Martin ; Macromedia University, Cologne, Germany
David Wiestner ; Macromedia University, Cologne, Germany
Ralf Spiller ; Macromedia University, Cologne, Germany
Ayoub Bouchedoub ; Fraunhofer-Institut ISST, Dortmund, Germany
Mahir Hasan ; Rhine-Waal University, Kleve, Germany

Abstract

The advent of ChatGPT software has profound implications, permeating various industries in recent months as AI capabilities continue to evolve. The creative sector is no exception, with AI shaping human perspectives on creativity and the creative process. AI enhances innovation and automation in content creation, integrating diverse technological methods for more engaging output. Giddens' 'structuration theory' from 1997, posits that actions and structures interact, and actors influence social conditions through their actions. As AI transforms actions and knowledge about them, it prompts interest in exploring resulting structural changes. Organizations can also confirm or restrict actions, as evidenced by a qualitative content analysis of advertising industry expert interviews (n=10). This analysis unveils current AI tools' impact on human creativity requirements, examining evolving tasks and actions. The study also considers potential changes in organizational structures due to AI and its impacts. The premise is that the ability to control and effectively use AI will redefine the concept of creativity, transforming the organizational structure.

Keywords

Artificial Intelligence; Advertising Agencies; Organizational Structure; Structuration theory

Hrčak ID:

328670

URI

https://hrcak.srce.hr/328670

Publication date:

15.9.2024.

Article data in other languages: croatian

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