Discover how Generative AI is Impacting Advertising Agencies.
The intersection of Generative AI and human creativity represents a crucial turning point for advertising agencies, highlighted by recent developments in academic research and practitioner application.
This research, completed by Swinburne University of Technology in collaboration with The General Store, explores the synergy between AI and human creativity through interviews with senior advertising executives.
This webinar enables ad agencies, in house teams, and wider marketing functions to compare their own respective insights and experiences with those from a wider industry review.
AI's influence on advertising extends across various dimensions, with the potential to boost efficiency, personalisation, and targeting. Indeed, AI can streamline a range of advertising functions, including consumer insights, media planning, ad buying, content creation, and performance evaluation. In the context of advertising, AI technologies are primarily deployed to enhance the effectiveness of advertising campaigns, accurately target specific audiences, and improve decision-making processes.
What you will learn:
- What impact Gen AI is having on creativity in the advertising industry
- How might human and Gen AI creativity interact and evolve
- Findings are presented around three macro themes – enhancing creative efficiency, sustaining creativity and distinctness, and ethical and regulatory considerations – underpinned by several sub-themes
A key component of the Australian Marketing Institute’s (AMI’s) charter is to facilitate relevant research for the advancement of the marketing practice that will have a beneficial impact upon business, consumers, and society as a whole. The AMI-ANZMAC grants program is one of the ways AMI supports our commitment to industry. In 2023 we had 42 submissions from 27 Universities, with this project being one of the successful applicants.
About the presenters:
Sean Sands
Professor of Marketing, Swinburne University of Technology
Professor Sean Sands is a highly accomplished academic and leader in the field of marketing. Currently, he serves as a Professor of Marketing and Associate Dean, Research for the School of Business, Law, and Entrepreneurship at Swinburne University of Technology. From 2021 to 2024, he led the Department of Management and Marketing as Chair, having previously held significant academic roles at Monash University from 2008 to 2017, and as a visiting professor at EADA Business School in Barcelona from 2011 to 2018.
In addition to his academic roles, Professor Sands contributes to the scholarly community as an Associate Editor for the Journal of Advertising Research and the International Journal of Advertising. He is also a member of the Editorial Review Board for the Journal of Advertising and regularly reviews articles for leading journals, earning recognition as the Outstanding Reviewer by Business Horizons in 2020. His supervision of doctoral candidates focuses on the intersection of people and technology to enhance both digital and physical experiences.
Professor Sands' research centers on how the integration of digital and physical experiences informs marketing theory and practice. He has co-authored more than 80 articles in prestigious journals, including those ranked in the Financial Times' Top 50 (FT50), such as the Journal of Consumer Research and the Journal of the Academy of Marketing Science, as well as top-tier ABDC-A* journals like the European Journal of Marketing, Journal of Retailing, and Industrial Marketing Management. His work has garnered numerous awards for research excellence, including the Monash Business School Dean's Award for Research Impact in 2016, a Highly Commended Article in the European Journal of Marketing in 2019, and the AMA Innovations in Marketing Communications Research Award in 2024. He has also secured over $6 million in research funding through internal and external grants.
Beyond academia, Professor Sands brings two decades of industry experience in market research and strategy consulting across Australia and New Zealand, with firms such as TNS, Chant Link & Associates, and The General Store, where he serves as a Professor in Practice. His extensive industry experience is regularly incorporated into his teaching, creating a rich, project-based learning environment for students. He has also been a keynote speaker at numerous major conferences, including the World Retail Congress, and continues to serve as a consultant and advisory board member across various industries.
