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This study explores the impact of Artificial Intelligence (AI) on the creative process within Peruvian advertising agencies. The research focuses on understanding how AI technologies influence the practices of professionals involved in creative production and the perception of AI’s role in enhancing or detracting from creativity in a market characterized by emerging digital transformation. Adopting a qualitative methodology grounded in the interpretive paradigm, the study placed particular emphasis on the insights and experiences of Creative Directors, who play a pivotal role in integrating AI into the creative process. In addition to these key professionals, the study also analyzed the perspectives of AI specialists, decision-makers in digital transformation, and AI consultants. Data was meticulously gathered through semi-structured in-depth interviews, ensuring a comprehensive understanding of how AI is reshaping creativity in advertising. The findings reveal that while AI offers significant potential to streamline and enhance creative processes, concerns about authenticity and the risk of diminishing human creativity persist. The study underscores the need for a balanced approach that integrates AI-driven efficiency with the preservation of original creative input, providing insights for future policy development and industry practices.
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