About This Research
This paper examines how generative AI can be integrated into the advertising-production cycle, from brief analysis and the generation of creative directions to copywriting, visual description, review, delivery, and archiving. The proposed model treats AI as a controlled production partner rather than a substitute for human creative judgment. The study applies a design-science approach to construct a workflow model that connects structured inputs, brand context, language and cultural rules, and human-review stages. It draws on empirical evidence indicating that generative AI can improve the speed and quality of selected tasks, while potentially reducing output diversity when human involvement is weakened during early ideation (Noy & Zhang, 2023; Doshi & Hauser, 2024). The study proposes a five-stage framework: brief structuring, alternative generation, multi- criteria evaluation, legal and cultural review, and learning from approved outputs. It also defines indicators for cycle time, revision rate, idea diversity, brand alignment, rights protection, and traceability.
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