Human-GenAI Collaboration in Creative Ideation: A Study with Advertising Professionals

This study investigates how Generative Artificial Intelligence (GenAI) with and without prompt engineering training influences creativity among advertising professionals. Ninety-eight participants were randomly assigned to three conditions: no GenAI, use of GenAI, or use of GenAI after prompt training. Participants who used GenAI after completing the training generated significantly more ideas than those in other conditions. Content analysis of prompts uncovered important nuances in human–AI collaboration. The findings suggest GenAI enhances divergent thinking by increasing idea quantity, but only among participants who received prompt literacy training. It highlights the value of intentional GenAI integration for more effective creative processes.