The impact of human-AI co-creation on the content creation process

Abstract

The rapid integration of generative AI (genAI) into the marketing industry is transforming the content creation process, ushering in a new era of collaboration between GenAI and content creators. This relationship, known as human-AI collaboration or human-AI co-creation, enhances efficiency and aids ideation, yet raises critical questions about the respective roles of GenAI and content creators. The aim of this study is to develop an in-depth understanding of this collaborative relationship, examining the influence of GenAI across the various phases of content creation within marketing firms. Through qualitative research involving semistructured interviews, the study explores the phases of content creation including task definition, planning, ideation, content generation, and finalising and testing, while assessing participants’ perceptions of GenAI as a tool versus a collaborative partner. Key findings reveal that GenAI enhances ideation by generating a diverse range of ideas, streamlines workflows, and reduces cognitive load during routine tasks, allowing content creators to dedicate more attention to high-effort decision-making tasks. However, participants expressed concerns about the limitations of GenAI in conveying emotional depth and authenticity, highlighting the essential role of human qualities such as emotion, creativity, and critical thinking in creating relatable, nuanced content. Furthermore, participants perceive GenAI’s role as dynamic being useful for ideation and content generation but requiring human oversight, particularly in tasks involving emotional intelligence, originality, and final content approval. Concerns also emerged around ethical implications and the risk of over-reliance on GenAI, with participants stressing the importance of continuous skill development to retain the human element in AI-assisted workflows. The study proposes a conceptual framework which underscores the importance of human oversight in leveraging GenAI, positioning it as an assistive technology that optimises workflows while maintaining the essential human touch in creative processes. This research contributes to a deeper understanding of human-AI co-creation, providing both practical and theoretical insights for practitioners seeking to navigate the evolving landscape of content marketing.