Theoretical framework on human creativity as a skill in business marketing in the era of artificial intelligence
DOI:
https://doi.org/10.29105/vtga12.2-1297Keywords:
Human Creativity, Business Marketing, Artificial Intelligence, Marketing StrategiesAbstract
Human creativity is fundamental in business marketing, especially in the era of artificial intelligence (AI). While AI provides advanced tools to streamline data analysis and enhance personalization, human creativity remains essential for designing strategies that foster deep emotional connections with consumers (Amabile T. M., 2020). This article presents a bibliometric analysis on the relevance of creativity in marketing within a context of increasing AI presence, identifying trends, leading authors, and key themes in recent literature. The research examines the frequency of terms related to creativity, marketing, and AI in academic databases and visualizes the connections between these concepts through co-occurrence and co-citation analysis. The findings highlight how human creativity plays a crucial role in generating original, strategic, empathetic, and personalized communication. At the same time, the use of AI as a tool is revolutionizing marketing by accelerating data analysis, image creation, and providing other competitive advantages that are increasingly indispensable in the sector. This leads to an exploration of whether a balance between creative talent and technology can be achieved.
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