Artificial Intelligence and Creativity in Marketing: A Symbiotic Alliance

R. Velmurugan Karpagam Academy of Higher Education, India J. Sudarvel Karpagam Academy of Higher Education, India https://orcid.org/0000-0001-6656-1992 R. Bhuvaneswari Dr. Mahalingam College of Engineering and Technology, India R. Sankar Ganesh Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technoloy, India https://orcid.org/0000-0003-0708-8327 N. Jayanthi Vels Institute of Science, Technology, and Advanced Studies, India M. S. R. Mariyappan Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technoloy, India Artificial Intelligence and Creativity in Marketing A Symbiotic Alliance

This chapter explores the transformative convergence of artificial intelligence (AI) and creativity in marketing, challenging conventional paradigms and introducing groundbreaking strategies. The symbiotic alliance between AI and creativity marks a pivotal juncture, amplifying rather than stifling creativity. Brown and Miller revolutionized marketing strategies by exploring AI-driven technologies' impact on both conceptualization and execution, stimulating creative thinking. Chen and Wang highlighted AI's role as a catalyst for ideation, and Turner and Davis explored a delicate balance, all contributing to the multifaceted relationship. Wong and Patel present a contemporary perspective on AI's role in visual creativity. Synthesizing these insights paints a comprehensive picture of AI's transformative power in nurturing and amplifying creativity within marketing, urging industry leaders to embrace collaborative strengths for continued innovation.
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