𝗔𝗜 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆

𝗖𝗮𝗹𝗹 𝗳𝗼𝗿 𝗣𝗮𝗽𝗲𝗿𝘀

𝗔𝗜 𝗮𝗻𝗱 𝘁𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆

𝗝𝗼𝘂𝗿𝗻𝗮𝗹:
Journal of Advertising Research

𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿:
Taylor & Francis Group

𝗠𝗮𝗻𝘂𝘀𝗰𝗿𝗶𝗽𝘁 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲:
15 October 2027

𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲

The Journal of Advertising Research invites submissions for a Special Issue on “AI and the Future of Advertising Creativity.” The Special Issue examines how generative artificial intelligence is reshaping advertising creativity by transforming ideation, asset production, personalization, and the broader structure of creative industries.

Generative AI tools can now draft copy, create images and videos, and generate thousands of advertising variants within minutes. These capabilities are fundamentally changing how advertising creative is imagined, produced, evaluated, and valued. While AI promises unprecedented efficiency and scale, it also raises important questions regarding originality, distinctiveness, human creativity, and the future of creative professions.

The Special Issue seeks theoretically rigorous and managerially relevant research that explains how, where, why, and for whom artificial intelligence improves or degrades creative outcomes in advertising.

𝗧𝗼𝗽𝗶𝗰𝘀 𝗼𝗳 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁

Submissions may address, but are not limited to:

• AI-enabled ideation, concept development, and human-AI co-creation processes
• The role of human judgment in generating, selecting, and refining creative ideas
• Redesigning briefs, brainstorming practices, and creative workflows around generative AI tools
• Asset production at scale and the implications of near-zero marginal production costs
• Comparisons between AI-generated and human-created advertising effectiveness and quality
• Personalisation, dynamic creative optimisation, and one-to-one message tailoring using AI
• Brand distinctiveness and consistency in large-scale AI-generated content environments
• Consumer responses to machine-tailored advertising experiences
• The future of agencies, creative talent, and emerging AI-enabled roles in advertising
• The impact of AI on agency-client relationships, business models, and value creation
• Changing definitions of originality, distinctiveness, and creative quality in advertising
• Homogenisation of advertising content and strategies for preserving creative differentiation
• Measurement approaches for evaluating AI-generated creativity and effectiveness at scale
• The influence of AI-generated creativity on brand building and long-term brand equity

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗙𝗼𝗰𝘂𝘀

The Special Issue encourages experimental, field, computational, qualitative, mixed-method, and conceptual research that advances advertising theory while generating actionable insights for advertisers, agencies, brands, and platforms. Particular emphasis is placed on studies that provide robust evidence through multi-study, multi-method, or triangulated research designs and move beyond describing AI disruption to explaining its mechanisms and consequences.

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀

• Manuscripts should make clear contributions to both advertising theory and practice.
• Experimental, field, computational, qualitative, mixed-method, and conceptual papers are welcome.
• Multi-study and multi-method designs are particularly encouraged.
• Authors are encouraged, but not required, to present early versions of their work at the 2027 Global Marketing Conference (GMC) in Tokyo.
• Manuscripts should be submitted through the Journal of Advertising Research submission system and clearly indicate the Special Issue title during submission.

𝗞𝗲𝘆 𝗗𝗮𝘁𝗲𝘀

• GMC Tokyo 2027 Submission Deadline: 15 January 2027
• GMC Tokyo 2027 Conference: 22–25 July 2027
• Special Issue Submission Window Opens: 1 September 2027
• Final Manuscript Submission Deadline: 15 October 2027

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗘𝗱𝗶𝘁𝗼𝗿𝘀

• Yung Kyun Choi, Dongguk University, Korea
• Tae Hyun Baek, Sungkyunkwan University, Korea

𝗣𝗼𝘀𝘁𝗲𝗱 𝗼𝗻 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝗦𝗲𝘁𝘂 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰𝘀 — 𝗣𝗿𝗲𝗺𝗶𝗲𝗿 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗳𝗼𝗿 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻

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