Using AI to Assess Creative Concepts

In this case, students use generative AI in a hands-on scenario to analyze its role in making creative decisions. Students assume the part of Julie Daum, the chief marketing and communications officer of the University of Virginia Darden School of Business, who faces a choice between three creative concepts for Darden’s next marketing campaign. Developed by Yes&, an external marketing agency, these concepts have just been presented to a group of key stakeholders, and now Daum must consider whether—and how—to incorporate the stakeholder feedback with insight from generative AI as she decides which concept will best advance Darden’s brand and reputation. The students are asked to use generative AI to gather feedback about the creative concepts and make their own recommendations about how to move forward. In the process, students assess the utility of AI in assisting creative decision-making. Is it helpful, and if so, how can its feedback be combined with the stakeholders’ to create the best recommendation for the agency? Are there potential drawbacks? What factors make AI feedback more or less effective? More broadly, what might the possibilities and limitations be when it comes to using AI in marketing? This case can be used in undergraduate, MBA, and executive education programs. It would be suitable for courses on core marketing, brand management, promotions, marketing strategy, advertising, and AI in marketing.