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Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals

Author

Listed:
  • Iulia POSTOLACHI

    (Doctoral School of Economics and Business Administration, Alexandru Ioan Cuza University of Iași)

  • Irina-ConstanÈ›a THEODORU

    (Doctoral School of Economics and Business Administration, Alexandru Ioan Cuza University of Iași)

Abstract

The rapid adoption of artificial intelligence (AI) is reshaping marketing practices, particularly in content creation. This exploratory study examines how Romanian marketing professionals integrate generative AI tools into their workflows and how they perceive collaboration with these technologies. Based on an exploratory survey of 53 participants, the study reports respondents’ practices and their evaluations of human-only, hybrid (human + AI), and AI-only content creation approaches. Results show that AI is most commonly used for research, drafting, and SEO-related tasks, with respondents reporting time savings and improved structure. Overall, the hybrid approach is most frequently rated as offering the best balance between efficiency and authenticity, while preserving human creative oversight. These findings point to an emerging Hybrid Intelligence pattern, where human expertise and AI capabilities complement each other in professional content work. The study provides early empirical evidence on how practitioners navigate the trade-off between automation and the human elements of creativity in marketing communication.

Suggested Citation

  • Iulia POSTOLACHI & Irina-ConstanÈ›a THEODORU, 2026. "Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 7-20, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2026:i:1:p:7-20
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    References listed on IDEAS

    as
    1. Chen, Yaqi & Wang, Haizhong & Rao Hill, Sally & Li, Binglian, 2024. "Consumer attitudes toward AI-generated ads: Appeal types, self-efficacy and AI’s social role," Journal of Business Research, Elsevier, vol. 185(C).
    2. Kaplan, Andreas & Haenlein, Michael, 2020. "Rulers of the world, unite! The challenges and opportunities of artificial intelligence," Business Horizons, Elsevier, vol. 63(1), pages 37-50.
    3. Erik Hermann, 2022. "Leveraging Artificial Intelligence in Marketing for Social Good—An Ethical Perspective," Journal of Business Ethics, Springer, vol. 179(1), pages 43-61, August.
    Full references (including those not matched with items on IDEAS)

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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