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Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Stephen Marshall

Committee Members

David Stokes Piercy, Anthony Chase Mitchell


This study explores the impact of generative artificial intelligence (AI) on creative workflows and the broader implications for the modern creative and marketing landscapes. The study analyzes the effects of generative AI on brand-consumer relationships, emphasizing emergent creative, ethical and societal challenges. It highlights the transformative power of AI in content creation and content distribution while also addressing its limitations. The research examines the blurred lines between human and machine creativity, the ethical dilemmas surrounding intellectual property, and the impact of algorithmic branding on society and culture. This research involved interviews with 12 subject matter experts with experience using generative AI tools in creative industries. These interviews sought to discover how generative AI enhances creative workflows and impacts the dynamics of brand-consumer relationships. Participants describe their experiences integrating generative AI into their workflows and provided their perspectives on how these tools will impact brands and consumers in the future.

Document Type

Thesis - restricted


Copyright by the authors.

Available for download on Monday, September 15, 2025