9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
Browse
Item Generative AI in Content Creation: Optimizing Human-AI Collaboration in the Creative Process of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bandara, W. W. M. J. V.; Wijenayaka, S. I.This research explores the transformative role of generative AI in the field of content creation, with a specific focus on its application within Sri Lanka’s digital marketing industry. Generative AI tools, such as GPT models, DALL-E, and Adobe Firefly, are becoming increasingly integrated into creative workflows, offering unprecedented efficiencies and capabilities. However, this integration raises critical questions about the preservation of originality, authenticity, and the human touch in the creative process. The study investigates three levels of AI application—assisted, augmented, and autonomous—and their impact on the quality, diversity, and cultural relevance of content produced. Using the Actor-Network Theory (ANT) framework, the research examines the dynamic interplay between human and non-human actants, including content creators, digital marketing professionals, generative AI tools, and organizational guidelines. The theoretical lens highlights how human-AI collaboration shapes creative outcomes, identifying opportunities for optimization and addressing the inherent limitations of AI-driven content, such as homogeneity and lack of emotional depth. A qualitative methodology was employed, involving in-depth interviews and thematic analysis to gather insights from Sri Lankan digital marketing agencies and content creators. The findings reveal that while generative AI enhances efficiency and scalability, its outputs often lack the cultural and emotional resonance that human creators inherently provide. The research emphasizes the importance of prompt engineering and strategic human oversight to guide AI tools in producing unique, meaningful content that aligns with brand values and audience expectations. This study contributes to the broader discourse on AI and creativity by proposing actionable strategies for fostering effective human-AI collaboration. It advocates for a balanced approach where AI serves as an enabler rather than a replacement, ensuring that the creative process retains its human-centric essence. The limitations of this study highlight opportunities for future exploration. One of the main challenges is the underdeveloped state of autonomous AI in generative content creation. As technology in this field advances, further studies will be necessary to achieve a deeper and more accurate understanding. Another limitation is the lack of empirical research on consumer perceptions of AI-generated content within the Sri Lankan context. The implications of this research extend beyond content creation to inform policies and practices in AI integration across creative industries, offering a pathway for Sri Lanka’s digital marketing sector to navigate the evolving landscape of generative AI.