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VOL. 11, ISSUE 7 (2025)
AI in marketing automation: Boon or threat to creativity?
Authors
Rahul Sharma, Dr. Trilok Pratap Singh
Abstract
This study has investigated the changing relationship between the
adoption of artificial intelligence (AI) in marketing automation and the
subsequently impacted conception of human creativity. Drawing from the
Technology Acceptance Model (TAM), self-efficacy theory, and partnership
intelligence perspectives, this explored how marketers relate to AI in relation
to its usefulness, ease of use and collaborative creativity. A mixed-methods
approach was adopted in this study (survey data and trend analysis) to
investigate eight hypotheses surrounding AI adoption, usefulness, creative
confidence, output quality, ethical concerns, and willingness to collaborate.
The portending results indicated that AI progressed creative confidence and
output quality, (when marketers considered AI useful and easy to use). While
concerns related to ethics and perceived threats to creativity diminished or
nullified the advancement of output quality. Overall, this study particularly
highlighted the need for collaboration between humans and AI, the ethical
frameworks guiding integration of AI, and creative empowerment to ensure AI is
viewed by marketers as an enhancement to creativity rather than a replacement
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Pages:1-10
How to cite this article:
Rahul Sharma, Dr. Trilok Pratap Singh "AI in marketing automation: Boon or threat to creativity?". International Journal of Commerce and Management Research, Vol 11, Issue 7, 2025, Pages 1-10
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