ChatGPT’s creative augmentation and its efficiency in the creative process towards agency practitioners’ satisfaction / Nur Balqis Muhamad Rizal and Ahlam Abdul Aziz

This research presents the main issues of ChatGPT creative augmentation and its impact towards creative process efficiency and agency practitioners’ satisfaction. ChatGPT has become widely recognised as a leading AI chatbot, attracting the interest of agency practitioners with its capabilities in ideation, language translation, and generating photos and writing. Initially, this research aims to determine how effectively ChatGPT enhances creativity and efficiency in advertising agencies' creative processes and how this affects the satisfaction of agency practitioners. Therefore, this study aims to identify the impact of ChatGPT’s creative augmentation and its efficiency in the creative process among agency practitioners’ satisfaction. This quantitative research employs non-probability sampling, specifically utilising purposive sampling techniques to select the respondents that are currently working with advertising agencies. The respondents consisted of copywriter, graphic designer, art director and creative director. Besides that, the instruments were constructed using Google Forms, consisting of five (5) sections. The forms were disseminated to respondents through online communication platforms such as WhatsApp, Instagram and E-mail. Moreover, this research utilises descriptive and inferential data analysis to examine the correlations between the variables. Furthermore, the findings indicate that while agency practitioners acknowledge the benefits of employing ChatGPT for creative tasks, it is crucial to recognise that it is not yet regarded as a full replacement for human creativity. Respondents further illustrate that ChatGPT serves as an effective digital instrument capable of aiding practitioners in reducing their workload. Furthermore, this study holds a practical implication towards agency practitioners to foster better understanding about human-AI collaboration in creative endeavours. However, the limited availability of respondents and the brief data collection period have constrained the researcher's ability to compile an inclusive dataset.