Artificial Intelligence And Human Creativity: Collaboration Or Replacement?

The advent of Artificial Intelligence (AI) has revolutionized various domains, and Content Management Systems (CMS) are no exception. Traditional CMS workflows, often reliant on manual processes, have struggled to keep up with the growing demands for scalability, speed, and personalization in managing digital content. AI - powered CMS address these challenges by introducing automation, enhancing efficiency, and delivering personalized user experiences. Through the integration of AI technologies such as Natural Language Processing (NLP), Machine Learning (ML), and Computer Vision, modern CMS have evolved into intelligent platforms capable of automating workflows, optimizing content delivery, and driving data - driven decision - making. This paper explores the transformative potential of AI in CMS, focusing on its applications in workflow automation and user experience enhancement. AI enables the automation of repetitive tasks like content tagging, categorization, and scheduling, significantly reducing manual effort and human error. At the same time, it enhances user engagement by offering personalized content recommendations, optimizing search functionalities, and dynamically adapting content to user contexts. These advancements allow businesses to manage content more effectively and cater to diverse audience needs in real time. However, the integration of AI into CMS is not without challenges. Issues such as data privacy concerns, bias in AI models, and the complexity of integrating AI into legacy systems remain significant barriers. This paper addresses these challenges and proposes actionable recommendations, including the development of explainable AI systems, robust data security frameworks, and scalable architectures that accommodate diverse business needs. As businesses increasingly adopt AI - powered CMS, their potential to transform content management is undeniable. These systems not only streamline workflows and improve operational efficiency but also empower organizations to deliver meaningful and personalized experiences to users. By addressing current challenges and advancing AI technologies, the future of content management will be defined by intelligent, adaptive, and user - centric platforms that bridge the gap between technology and human creativity. This comprehensive review highlights the opportunities and challenges of leveraging AI in CMS and underscores the importance of continued research and innovation to fully realize its potential. AI - powered CMS are not merely tools for managing content but catalysts for digital transformation, enabling organizations to thrive in an increasingly dynamic digital landscape.

The rapid rise of generative artificial intelligence (AI) is transforming the landscape of human cognition, education, and society. This position paper explores the implications of generative AI for human intelligence, creativity, and wisdom, with a particular focus on educational contexts. Drawing on cultural, psychological, and educational theories—especially the framework of adaptive intelligence and the Teaching for Active Concerned Citizenship and Ethical Leadership (ACCEL) model—we argue that AI challenges foundational human cognitive abilities by automating tasks traditionally central to learning and intellectual, creative and ethical development. We examine how AI reshapes the cultural attributes of human intelligence and creativity—context dependence, dynamism, and modifiability—highlighting both the potential for cognitive amplification and the risks of cognitive deskilling. The paper also addresses the erosion of critical thinking and the ethical dilemmas posed by AI’s integration into education. While acknowledging the benefits of AI, such as personalized learning and enhanced productivity, we caution against overreliance and the uncritical adoption of AI-generated outputs. We advocate for an educational response that prioritizes the cultivation of analytical, creative, and ethical reasoning—skills that remain uniquely human and essential for democratic citizenship. The paper concludes by examining the motivational forces driving AI development and adoption, and by calling for a renewed commitment to preserving human autonomy, intellectual integrity, and wisdom in an increasingly machine-mediated world. Ultimately, the future of human intelligence and creativity in the age of AI will depend not only on technological advances but on the values and educational practices we choose to uphold.

Technological advancements have profoundly impacted artistic and musical creation, redefining the boundaries between human creativity and artificial intelligence (AI). The growing integration of AI into compositional practices has sparked debates on creativity, originality, and aesthetic values. This study analyzes the perspectives of five composers-each representing a distinct artistic approach within the contemporary Turkish music scene-regarding AI’s influence on composition. A qualitative methodology was employed, using semi-structured in-depth interviews, and the data were interpreted through content analysis. The findings indicate that while composers acknowledge the functional potential of AI, particularly in commercial music production, they also stress that artistic creativity is shaped by human emotions, originality, and aesthetic sensitivity. Although some view AI as a technical support tool, the prevailing consensus is that AI-generated music lacks artistic depth and emotional expressiveness. Additionally, concerns such as ethical implications, plagiarism risks, and technological dependency emerge as significant points of contention. This study offers valuable insight into the evolving relationship between AI and creative processes, revealing both the limitations and potential applications of AI in composition.

Artificial intelligence (AI) is transforming the global advertising industry, altering creative processes, job roles, and workforce structures. While AI-driven tools such as ChatGPT and DALL-E enhance efficiency and campaign personalisation, concerns about job displacement and the ethical implications of AI-generated content persist. In Nigeria, the digital transformation of advertising is uneven, with small and medium enterprises relying on manual methods while a select few access advanced AI tools. Advertising students, as future industry professionals, are particularly impacted by these changes. Their career aspirations may be shaped by how they perceive AI’s influence on advertising operations, creativity, and job security. This study explores Nigerian advertising students’ attitudes toward AI in campaign development, its effect on job prospects, and whether AI is viewed as an opportunity or a threat. Using qualitative semi-structured interviews with 19 students across different educational levels, the research uncovers four key themes: concerns about job security, perceptions of AI’s benefits and limitations, evolving industry skill demands, and AI’s role in human creativity. Findings reveal a dual perspective—some students fear AI’s impact on entry-level jobs, while others see AI as a tool for innovation and efficiency. Ethical concerns, such as AI-generated misinformation and cultural insensitivity, were also highlighted. The study contributes to debates on AI’s role in advertising, emphasising the need for human-AI collaboration, regulatory oversight, and adaptive skill development. By addressing these concerns, the advertising industry can ensure AI serves as an enhancer rather than a disruptor of human creativity and career opportunities.

The novel introduction of artificial intelligence (AI) into in vitro fertilization (IVF) technologies (AI(i)IVF) is, at the same time, medically promising and ethically disconcerting. The new possibilities and complexities generated by involving intelligent, powerful algorithms in human creation and reproduction, raise a host of ethical issues for IVF patients, practitioners—embryologists, in particular, and society at large. After introducing the various roles AI may play in IVF, and presenting research challenges and limitations, this paper seeks to identify and analyze various, as yet unexplored ethical implications of AI(i)IVF. We first originally contemplate a suitable framework for the ethical discussion, where biomedicine and patient rights are intertwined with AI and algorithmic decision-making. As these two domains are seemingly governed by distinct ethical frameworks—the long-standing bioethics and the currently evolving AI ethics—we suggest that a combination of these two (nuanced, yet considerably overlapping) sets of principles should be applied: human-centric AI ethics principles—applied to the technological architecture of the AI(i)IVF tool, and the patient-centric principles of bioethics—applied to personal and societal aspects of implementing AI(i)IVF. We then, respectively, apply relevant principles to analyze the ethical merits and caveats of implementing AI(i)IVF, particularly for embryo evaluation and selection, while consistently debating whether putting a higher threshold for AI(i)IVF ethicality, than the one set for traditional (non-AI) IVF, is indeed warranted or justified.

We are only at the beginning of a rapid period of transformation of our economy and society due to the convergence of many digital technologies. Artificial Intelligence (AI) is central to this change and offers major opportunities to improve our lives. The recent developments in AI are the result of increased processing power, improvements in algorithms and the exponential growth in the volume and variety of digital data. Many applications of AI have started entering into our every-day lives, from machine translations, to image recognition, and music generation, and are increasingly deployed in industry, government, and commerce. Connected and autonomous vehicles, and AI-supported medical diagnostics are areas of application that will soon be commonplace. There is strong global competition on AI among the US, China, and Europe. The US leads for now but China is catching up fast and aims to lead by 2030. For the EU, it is not so much a question of winning or losing a race but of finding the way of embracing the opportunities offered by AI in a way that is human-centred, ethical, secure, and true to our core values. The EU Member States and the European Commission are developing coordinated national and European strategies, recognising that only together we can succeed. We can build on our areas of strength including excellent research, leadership in some industrial sectors like automotive and robotics, a solid legal and regulatory framework, and very rich cultural diversity also at regional and sub-regional levels. It is generally recognised that AI can flourish only if supported by a robust computing infrastructure and good quality data: • With respect to computing, we identified a window of opportunity for Europe to invest in the emerging new paradigm of computing distributed towards the edges of the network, in addition to centralised facilities. This will support also the future deployment of 5G and the Internet of Things. • With respect to data, we argue in favour of learning from successful Internet companies, opening access to data and developing interactivity with the users rather than just broadcasting data. In this way, we can develop ecosystems of public administrations, firms, and civil society enriching the data to make it fit for AI applications responding to European needs. We should embrace the opportunities afforded by AI but not uncritically. The black box characteristics of most leading AI techniques make them opaque even to specialists. AI systems are currently limited to narrow and well-defined tasks, and their technologies inherit imperfections from their human creators, such as the well-recognised bias effect present in data. We should challenge the shortcomings of AI and work towards strong evaluation strategies, transparent and reliable systems, and good human-AI interactions. Ethical and secure-by-design algorithms are crucial to build trust in this disruptive technology, but we also need a broader engagement of civil society on the values to be embedded in AI and the directions for future development. This social engagement should be part of the effort to strengthen our resilience at all levels from local, to national and European, across institutions, industry and civil society. Developing local ecosystems of skills, computing, data, and applications can foster the engagement of local communities, respond to their needs, harness local creativity and knowledge, and build a human-centred, diverse, and socially driven AI. We still know very little about how AI will impact the way we think, make decisions, relate to each other, and how it will affect our jobs. This uncertainty can be a source of concern but is also a sign of opportunity. The future is not yet written. We can shape it based on our collective vision of what future we would like to have. But we need to act together and act fast.

Purpose This study aims to investigate the understanding, uses, gratifications and perceptions of artificial intelligence (AI) integration within strategic communication, focusing on insights from Portuguese communication professionals. With AI increasingly central to strategic communication and public relations, this research seeks to understand how communication experts view AI’s potential and limitations in their field. Design/methodology/approach The study is based on qualitative research involving in-depth interviews with 46 professionals in the Portuguese communication industry. Findings Results reveal that professionals generally had a reasonable understanding of AI, recognizing it mainly as a tool for automating tasks and synthesizing data. There is a growing awareness of AI platforms, particularly of ChatGPT. Most interviewees showed a favorable attitude towards AI’s potential to improve productivity and streamline repetitive tasks. However, they expressed concerns about job displacement and excessive reliance on AI. This cautious optimism underscores the importance of balancing AI adoption with ethical considerations, attention to content accuracy and preservation of human creativity. Originality/value This study provides insights into the perceptions of AI among Portuguese strategic communication professionals, an area with limited existing research. By highlighting both the opportunities and challenges of AI in strategic communication, the findings offer valuable recommendations for industry practices. These include the need for professional training to navigate AI-related challenges and an emphasis on ethical principles to guide AI use, advocating for a complementary approach that leverages AI’s capabilities while preserving human creativity.

This paper delves into the critical role of Artificial Intelligence (AI) in fostering sustainable business practices and enhancing environmental management. At the heart of this study is the exploration of how AI technologies are revolutionizing the approach towards sustainability in the business world, addressing environmental challenges with innovative solutions. This study aims to comprehensively understand AI’s integration, impact, and challenges in sustainable business practices and environmental stewardship. Through a methodological approach grounded in an extensive literature review, this study eschews fieldwork and statistical analysis, focusing instead on a qualitative synthesis of existing research. This approach facilitates a deep understanding of the historical evolution of AI in business, its response to global sustainability challenges, and the theoretical frameworks guiding its application in this domain. The findings reveal that AI significantly enhances energy efficiency, waste management, and sustainable supply chain operations. AI’s ability to process large datasets and provide actionable insights is instrumental in optimizing resource utilization and minimizing environmental impacts. However, the study also identifies key barriers to AI implementation, including data integration challenges, a lack of AI literacy, and resistance to technological change. Conclusively, AI emerges as a potent tool in achieving environmental sustainability goals. However, its full potential can only be realized by overcoming implementation barriers through collaborative efforts, robust governance, and ethical considerations. Future research is recommended to explore AI’s role in emerging sustainability areas and assess its long-term environmental impacts. The study concludes with a call for proactive engagement with AI technologies, advocating for their strategic adoption in pursuit of a sustainable and environmentally responsible future.

This paper explores the integration of Artificial Intelligence (AI) in English literature. AI is a rapidly growing field that has significant implications for the literary world. The paper analyzes the ways in which AI has been used in the creation, analysis, and interpretation of literature. The study also examines the ethical implications of the use of AI in literature and its impact on the role of the author and reader. The research concludes that AI has the potential to revolutionize the literary world and enhance our understanding of literature. The integration of artificial intelligence (AI) into various fields has been rapidly increasing in recent years. One such field is English literature, where AI is being utilized to analyze and even create literary works. This paper discusses the impact of AI on English literature, exploring its various applications and analyzing the advantages and disadvantages of such integration. It also highlights the ethical concerns associated with AI-generated literature and the need for a balance between human creativity and technological advancements. This article analyzes the multifaceted role of AI in English literature, including its use in literary creation, analysis, interpretation, and even reader engagement. Additionally, it examines the ethical concerns associated with AI-generated literature and emphasizes the need for a balanced approach that preserves human creativity while embracing technological advancements. By exploring these aspects, this research article contributes to a deeper understanding of the potential transformative effects of AI on English literature

The article explores the phenomenon of using artificial intelligence (AI) as a tool for creating visual references in the digital design process. It analyzes how generative neural networks (such as Midjourney, DALL·E, and Stable Diffusion) influence the formation of visual style, compositional decisions, and stages of conceptual development. Special attention is given to the role of AI-generated references in transforming designers’ creative thinking and their potential when combined with traditional methods of visual research. The study also addresses aesthetic and ethical aspects of using AI in creative practices, including issues of authorship, originality, and artistic responsibility. The findings suggest that AI references are not only a technical aid but also a new means of shaping the visual language of digital design, opening perspectives for rethinking the relationship between human creativity and technology. Research objective. To determine the role and significance of AI references in the process of forming a visual style in digital design, to analyze their impact on the stages of conceptual search, and to outline the aesthetic and ethical aspects of using artificial intelligence in the creative practice of a designer. Research methodology. The study uses a system-analytical approach that combines theoretical analysis of scientific sources with a visual comparative analysis of traditional and AI-generated references. The methods of content analysis, observation and interpretation, as well as elements of practical modeling of the design process with the involvement of generative neural networks (Midjourney, DALL·E, Stable Diffusion), were used. Scientific novelty. For the first time, the concept of AI reference as a separate category in the visual culture of digital design is systematically considered. Its functions in the formation of stylistic unity, compositional construction and development of the designer's author's handwriting are determined. The impact of generative systems on changing approaches to visual thinking, creative search and pedagogical practice in the field of design is substantiated. Conclusions. The use of AI-references in digital design opens up new opportunities for creative search, accelerates the stages of idea development and contributes to the formation of an individual style. At the same time, their use requires awareness of ethical and authorial issues that arise in connection with automated image generation. Artificial intelligence becomes not only a technical tool, but also a co-creator, influencing the formation of a new visual language and expanding the boundaries of artistic experimentation in the field of digital design.

Purpose The research provides new strategies for enhancing resilience in pharmaceutical manufacturing by addressing the dynamic nature of digital technology within the challenging framework of a VUCA (volatility, uncertainty, complexity and ambiguity) world, focusing on the concept of digital twins (DTs). This paper aims to emphasize the pivotal role of resilience in navigating disruptions and propose future research directions to contribute to the industry’s effective adaptation to uncertainties and dynamic challenges. Design/methodology/approach This research uses a qualitative approach, drawing insights from an extensive literature review on pharmaceutical manufacturing resilience and the integration of digital technologies. Methodologically, it synthesizes information from scholarly articles, empirical studies and industry reports to construct a comprehensive understanding. This design facilitates a thorough examination of the subject, providing valuable insights for practitioners, researchers and policymakers in the pharmaceutical industry. Findings This paper illustrates the practical application of DTs in vaccine production, emphasizing their critical role in ensuring quality, safety and adaptability. It adopts the “seizing, sensing and transforming” framework, showcasing the strategic integration of Industry 4.0 technologies to address dynamic challenges. Key insights include the significance of human elements alongside technological advancements, the need for real-time monitoring using Internet of Things (IoT) and artificial intelligence (AI) and the transformative potential of sustainability practices, diversified supply chains and collaborative ecosystems. Research limitations/implications This paper highlights the integration of human and digital elements, emphasizing IoT, AI and DTs for resilience. It underscores sustainable practices, supply chain diversification and collaboration as key strategies for addressing pharmaceutical industry challenges. Practical implications This paper offers practical insights for pharmaceutical manufacturing, emphasizing the need for robust cybersecurity measures, strategic investments in digital technologies and proactive regulatory compliance. Managers are encouraged to allocate budgets for digital integration, prioritize change management for technology adoption and invest in a skilled workforce. The adoption and management of DTs are highlighted to enhance resilience. Overall, the paper guides pharmaceutical organizations in navigating the complexities of the VUCA environment, ensuring the quality and safety of products through a multifaceted approach that combines advanced technologies with sustainability practices, supply chain diversification and collaborative ecosystems. Social implications The research addresses VUCA challenges, including volatility, uncertainty, complexity and ambiguity in pharmaceutical manufacturing. It emphasizes societal benefits such as uninterrupted drug supply, environmental responsibility through sustainable practices and enhanced collaboration among stakeholders. By leveraging digital technologies and resilience strategies, the study highlights the pharmaceutical sector’s pivotal role in managing health crises and ensuring patient safety. Originality/value This paper offers substantial originality and value by presenting a comprehensive framework for bolstering resilience in pharmaceutical manufacturing within the VUCA environment. The integration of advanced digital technologies, notably DTs, is explored in-depth, providing novel insights into their practical application. The “seizing, sensing and transforming” concept contributes a nuanced approach, considering both technological and human dimensions. This paper addresses the gaps in current literature by combining diverse elements such as Industry 4.0, risk assessment, sustainability practices and collaborative ecosystems. Its practical implications for managers and detailed exploration of research directions add tangible value, guiding future endeavors in enhancing pharmaceutical industry resilience.

This study explores the transformative role of Artificial Intelligence (AI) within the context of Regional Innovation Ecosystems (RIVs), Smart Specialisation Strategies (RIS3), and the European Union’s Mission on Adaptation to Climate Change. Building upon ten empirical cases from nine countries in the Baltic Sea region, the research examines AI’s potential to enhance sustainable development, climate resilience, and inter-regional cooperation.While the literature on regional innovation emphasizes governance models, stakeholder engagement, and impact assessment, the specific contributions and limitations of AI within these frameworks remain underexplored. This study aims to fill that gap by analyzing the integration of AI across various components of regional development strategies.AI offers substantial benefits in climate adaptation through enhanced data processing capabilities. It improves climate modeling and forecasting by analyzing vast datasets from satellites, sensors, and historical records, enabling more accurate predictions of extreme weather events and strengthening early warning systems. AI supports the optimization of critical resources such as water, energy, and land, and informs the development of adaptive infrastructure including smart energy grids. It also aids in ecosystem conservation and enhances carbon capture through predictive modeling.In the domain of regional collaboration, AI facilitates partner identification and strategic matchmaking by analyzing regional strengths, competencies, and innovation needs. It supports multilingual knowledge-sharing platforms and provides real-time translation, thus lowering communication barriers and improving cross-border collaboration. AI-driven tools also enhance the Entrepreneurial Discovery Process (EDP) by delivering market trend analysis, identifying niche areas for specialization, and simulating policy outcomes to guide strategic decisions.When embedded in participatory processes, AI augments human-centric approaches by analyzing qualitative data from stakeholder workshops, identifying dominant themes, and offering real-time facilitation support. Furthermore, AI can support the creation of targeted communication materials, helping tailor regional development messages to different audiences.The benefits of AI integration include increased speed and efficiency in innovation processes, greater accuracy in modeling and assessments, enhanced foresight through pattern recognition, optimized resource allocation, and scalable solutions that can address both local and global challenges. AI also helps navigate the complexity inherent in multi-stakeholder ecosystems and climate governance.However, several disadvantages merit attention. High initial costs for infrastructure and skilled personnel can impede adoption, especially in less developed regions. The reliability of AI depends heavily on data quality; biased or incomplete data can lead to flawed outputs. Ethical risks include algorithmic bias, lack of transparency, and the “black box” nature of many AI systems. These concerns call for robust oversight and inclusive governance mechanisms. Additionally, AI cannot replicate human intuition, creativity, or value-based judgment, which are essential in participatory and strategic processes. Risks such as job displacement, cybersecurity threats, and the environmental impact of energy-intensive AI systems also raise critical concerns. Finally, there is a risk of widening the digital divide between technologically advanced and under-resourced regions.In conclusion, AI holds significant potential to accelerate sustainable regional innovation, smart specialisation, and climate adaptation. However, realizing these benefits requires a careful balance between technological advancement and social responsibility. Human agency, ethical oversight, and inclusive governance must remain central to ensure that AI contributes to equitable and resilient regional futures.

Purpose: In an era of digital revolution and environmental urgency, artificial intelligence (AI) has emerged as a critical component of business performance and sustainability. By analysing the numerous ways AI can enhance marketing ROI, financial efficiency, and environmental sustainability, this paper offers an integrated framework to achieve Green Competitive Advantage. Design: The study uses a qualitative analytical approach in conjunction with a literature review, real-world case studies (like Netflix, Domino's, Unilever, and Patagonia), and financial modelling (DuPont and Economic Value Added) to assess the connection between AI adoption and sustainable business practices. Findings: Research indicates that by increasing customer retention and simplifying campaign strategies, AI-driven personalisation significantly boosts marketing return on investment. AI-using companies exhibit quantifiable gains in shareholder value, asset turnover, and net profit margins. By reducing energy consumption and carbon emissions, artificial intelligence (AI) in operations—such as route optimisation and predictive analytics—supports corporate sustainability goals. However, the survey also identifies barriers, particularly for SMEs, including high adoption costs, skewed data, inadequate infrastructure, and complex regulations. Originality: The research advances theory by acknowledging AI as a strategic resource for long-term value generation and by aligning with the Resource-Based View, Stakeholder Theory, and Triple Bottom Line Framework. By connecting AI-enabled technologies to green finance, it also raises the concept of "Smart Sustainable Finance." The paper offers useful strategic guidance for SMEs, corporations, lawmakers, and educators on how to overcome challenges and ethically integrate AI. The study concluded that responsible and transparent AI application in accordance with ESG goals and ethical governance is necessary to obtain a competitive advantage and foster sustainable growth in the AI-driven economy.  

This research reflects on the evolving Artificial intelligence (AI) technology in the creative advertising industry. With emphasis on the concerns in the advertising space, where AI is underway in threatening the novelty of originality in creative ideation harnessed by human creativity. AI technologies such as OpenAI GPT for audio production and StyleGAN for photo realistic generation is starting to replace human creation for creative work. The technology has convincing factors in benefit where the automation reduces time with speed and a more economical for production costs. The creativity in the advertising industry stands vulnerable with forthcoming AI technology’s impact and in contrast to the approach towards the support for inevitable innovation. Synthesised results of advertising materials, dominated by generative adversarial networks is garnering popularity, with the convincing content currently accepted by marketers. This thesis has three focus areas: keeping the balance with creativity with AI integration into creative workflows, debating the novelty of original creative mastery versus AI technology which is dependent on data to develop creative outputs and exploration of how AI collaborated with creative professionals enables efficacy of campaigns. As AI continues to be a threat to the novelty of originality, this will need further understanding on societal and economic implications. This research serves to evaluate further AI’s role in parameters for enhancing and transforming the creativity in the advertising paradigm. Ultimately, to assess the acceptance or resistance for the future.

Artificial Intelligence (AI) already has, and is poised to have an even greater, profound impact on financial decision-making and team management. Its influence spans critical areas such as risk analysis, ethical considerations, and performance forecasting. AI enhances decision-making processes by rapidly analyzing vast datasets and uncovering insights that exceed human capabilities. However, this transformative potential brings significant ethical challenges, including algorithmic bias, transparency, and accountability. To ensure AI’s effective and responsible integration, robust ethical frameworks, human oversight, and collaboration with regulatory bodies are crucial. AI is also redefining industries by reshaping labor markets, accelerating automation, and transforming managerial roles. While AI drives efficiency and innovation, concerns around data protection, market stability, and workforce displacement persist. A hybrid approach, blending AI’s technological power with human creativity and empathy, is essential for sustainable and ethical adoption.