Challenging human creativity: an exercise of co-creation with generative artificial intelligence

This paper explores the collaborative potential between humans and generative artificial intelligence in creative contexts through a co-creation framework. The study uses ChatGPT to develop narrative elements such as slogans, taglines, and claims for university marketing programs, comparing human-g...

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Detalles Bibliográficos

Autores principales:	Bernardo Flores Heymann, Mindaugas Briedis
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	Vilnius Gediminas Technical University 2025-10-01
Colección:	Creativity Studies
Materias:	brand equity co-creation creativity generative artificial intelligence human–machine collaboration
Acceso en línea:	https://btp.vilniustech.lt/index.php/CS/article/view/21139
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