# Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration

> Research article (Journal of Advertising Research, 2025) · cited 15× · AI/ML

**Wikidata**: [openalex:W4408328890](https://www.wikidata.org/wiki/openalex:W4408328890)  
**Source**: https://4ort.xyz/entity/exploring-the-integration-of-generative-ai-in-advertising-agencies-a-co-creative-process-model-for-humanai-collaboration