Autopoiesis and Creativity: Understanding Artificial Intelligence’s Disruption in Advertising Communication

Perdana, Inco Hary (2026) Autopoiesis and Creativity: Understanding Artificial Intelligence’s Disruption in Advertising Communication. In: International Conference on Communication and New Media Studies (COMNEWS 2025), 14-17 October 2025, Malacca, Malaysia.

Text Autopoiesis and Creativity Understanding Artificial Intelligence’s Disruption in Advertising Communication.pdf Download (607kB)

Abstract

Advertising used to simply be a program of mass media, it was an autonomous social system. This paper—drawing from Niklas Luhmann's theory of systems and Mihaly Csikszentmihalyi's model of creativity—examines how advertising changed over time into social systems within the present age of artificial intelligence, which, with technology, is altering the creative development at advertising agencies. Through qualitative research and an interview with ten practitioners of various positions within an advertising agency connected to artificial intelligence integrated into an agency's workflow, this paper seeks to assess the systemic changes to workflow, hierarchy, and creativity. Ultimately, this paper concludes that artificial intelligence exists as an environmental disturbance incrementally that entices the advertising agency to engage in autopoiesis—separating itself from its mass media programs of news and entertainment. Therefore, the findings indicate that artificial intelligence does not replace people; instead, it alters the definition of the creative process, which now involves a hybridized effort between computerized automation and human participation. That distinction occurs via effective/ineffective coding. Thus, this study concludes that what once was a program of mass media has become an independent social system with its own logic in the age of artificial intelligence; further studies can create a new dialectic through practical concerns of ethics, governance, and sustainability.

Item Type:	Conference or Workshop Item (Paper)
Creators:	Perdana, Inco Hary
Contributors:
Keywords:	Advertising System; Niklas Luhmann; Csikszentmihalyi; Artificial Intelligence; Creativity
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	03 Nov 2026 06:52
URI:	https://kc.umn.ac.id/id/eprint/49721

Actions (login required)

View Item