Degree Name
MA (Master of Arts)
Program
Brand and Media Strategy
Date of Award
5-2020
Committee Chair or Co-Chairs
Melanie B. Richards
Committee Members
Susan E. Waters, Stephen W. Marshall
Abstract
Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared among many online marketing publications. As AI becomes increasingly capable of taking on lower level creative tasks such as content organization, ideation, basic copywriting, and photo editing, many believe this will open up more time for content strategy professionals to accomplish more creatively demanding, big picture tasks.
Document Type
Thesis - unrestricted
Recommended Citation
Eaton, Joel, "Trends in Advertising: How the Rise in Artificial Intelligence May Influence the Field of Content Strategy" (2020). Electronic Theses and Dissertations. Paper 3767. https://dc.etsu.edu/etd/3767
Copyright
Copyright by the authors.
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Public Relations and Advertising Commons, Social Media Commons