When AI Creates: Perceived Creativity, Coolness, and Attitudes toward Human–AI Co-Creation

Abstract

Aim of this study was to examine the existence and strength of relationships between perceived coolness, perceived creativity, and human-AI collaboration in the creation of marketing and advertising communication content. It also aimed to verify the psychometric characteristics of the translated questionnaire for measuring perceived coolness in videos created in collaboration with AI, through its application and modification to a selected advertising spot of Slovenská sporiteľňa, as well as to develop a new measurement tool, a questionnaire for assessing perceived creativity. In addition to testing the psychometric properties of measurement instruments, the study focused on audience perceptions of human-AI collaboration in the production of video-based communication materials and the potential risks such collaboration may entail. The study responds to the growing trend of incorporating artificial intelligence into the creation, processing, and communicative functions of advertising, media communication, and other creative content. These tools have the potential to capture not only the coolness, creativity, and ethical dimensions of videos as communication products, but also to reflect broader shifts in contemporary marketing and media communication practices. The research employs an exploratory and descriptive-correlational design suitable for identifying potential relationships between the specified variables. The research strategy included administering questionnaires to participants, followed by statistical analyses focused on testing internal consistency and assessing the strength of correlations between the constructs. This study is considered the first of its kind in Slovakia within the field of perceived coolness in the context of marketing and advertising communication created through human-AI collaboration. Its potential lies in serving as a foundation for further research in communication studies with possible interdisciplinary overlap. The results section presents findings on the relationships between perceived coolness, perceived creativity, and human-AI collaboration in the creation of marketing and advertising communication products.

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