Article
Chat-GPT4 can Enhance Marketing Creativity. But Human Ego Can Hamper its Potential
2025-01-26
Abstract excerpt
<p>Generative AI (Gen-AI; e.g., Chat-GPT4) is promoted as a potent tool to augment human creativity. But research has not systematically examined Gen-AI’s capabilities in generating new advertising slogans, and whether human creators will readily accept such Gen-AI assistance. We investigated this in two pre-registered studies. In study 1, we found that advertising slogans by ChatGPT-4 were of significantly higher...
Topics
Open a Topic to create a Post that cites this publication.
Identifiers and source
- Literature Corpus work
- 1f88bd74-1a06-54d9-93fc-834a87f32689
- DOI
- 10.31234/osf.io/uz2cm