Page 79 - DP-1-1

Design+

ORIGINAL RESEARCH ARTICLE
From concept to creation: The role of generative

artificial intelligence in the new age of digital
marketing

2
1
Andrew Smith and James Hutson *
1 Department of Social Media Marketing, Lindenwood University, Missouri, United Stated of America
2 Department of Art History, AI, and Visual Culture, Lindenwood University, Missouri, United States
of America

Abstract

Artificial intelligence (AI) has been extensively used in digital marketing. Still, the
recent advances in generative AI (GAI) have revolutionized social media marketing
and content creation, lowering barriers that once restricted high-quality design to
professionals well versed in expensive and complex software like Adobe Suite. GAI
tools enable anyone, from students to marketers, to generate logos, branding, and
multimedia content without extensive training. This shift has empowered more
people to engage in creative expression, expanding the pool of ideas and creativity.
However, the abundance of AI-generated content raises questions about the evolving
definition of “art” and the emergence of a new category of AI artists and designers who
blend technical skills with AI-driven creativity. The future of marketing will likely see
even greater automation, where these generative tools learn brand esthetics, predict
*Corresponding author: trends, and create content tailored to specific audiences – eventually automating
James Hutson
(JHutson@lindenwood.edu) everything from ad creation to distribution across platforms. Methods are reviewed
by which these tools influence each marketing stage, from audience segmentation
Citation: Smith A, Hutson J. From to content distribution, and assess their impact on key performance indicators such
concept to creation: The role of
generative artificial intelligence in as engagement, conversion rates, and return on investment. More significantly, the
the new age of digital marketing. article explores and demonstrates how GAI reshapes content creation, how audiences
Design+. 2024;1(1):4776. adapt to AI-generated work, and the implications for the future of marketing and
doi: 10.36922/dp.4776
design as the technology becomes an increasingly seamless collaborator.
Received: September 5, 2024
Accepted: November 5, 2024
Keywords: AI marketing; Content creation; Branding; Automation; Visual esthetics
Published Online: December 20,
2024
Copyright: © 2024 Author(s).
This is an Open-Access article 1. Introduction
distributed under the terms
of the Creative Commons The early 2000s marked a significant shift in the marketing landscape, driven by the
AttributionNoncommercial License, rapid advancement of digital technologies. The proliferation of the internet and the
permitting all non-commercial use,
distribution, and reproduction in any widespread adoption of smartphones fundamentally altered how businesses and
medium, provided the original work consumers interacted. Smartphones, debuting in 2007 with the iPhone, equipped with
is properly cited. internet connectivity and multimedia capabilities, became a central tool for accessing
1
Publisher’s Note: AccScience information, making purchases, and engaging with brands. This period also saw the rise
Publishing remains neutral with of social media platforms such as Facebook (now Meta) (2004), Twitter (now X) (2006),
regard to jurisdictional claims in
published maps and institutional and Instagram (2010), which created new opportunities for businesses to reach and
affiliations. engage with their target audiences in more direct and personalized ways. These platforms

Volume 1 Issue 1 (2024) 1 doi: 10.36922/dp.4776