人工智慧對廣告產業創意內容之影響： 以 Stillwater 廣告代理商創意部門為例

Abstract

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This thesis explores the evolution of Artificial Intelligence (AI), culminating with the 3rd Boom in 2013 characterized by machine learning and deep learning. This period marked a shift towards a more data-driven and impactful adoption of AI, leading to the emergence of Generative AI. Commercially available tools such as ChatGPT, Midjourney, and Adobe Firefly, capable of generating content within minutes, exemplify this development. The research methodology employed in this study is quantitative, involving structured interviews with employees of Stillwater Agency, a London-based media agency with operations in the Philippines. The degree of adaptation of Generative AI tools formed the basis of the analysis. The results compared alongside with the agency workflow and client expectations, indicate that AI enhances efficiency in creating client presentation materials, thereby fostering improved client relationships. The study reveals that the innovation in utilizing AI tools is primarily driven by the Creative department, with clients being highly receptive towards it. However, its use is predominantly confined to the creation of visual content by the art department, given the complexity and novelty required in content creation. In conclusion, the study posits that while Generative AI tools contribute to efficiency and are appreciated for their novelty, the production of high-quality art and copy that meet the expectations of both the agency and its clients still hinges on human creativity and human-trained models.