Rebecca Drummond

Proposed Title

The influence of AI on dialogic group communication in brainstorming in advertising agencies.

Supervisors

Principal Supervisor: Dr Yazdan Mansourian
Co-Supervisor: Dr Roslyn Cox

Research

Digital technologies are now integral to organisational communication, a trend significantly accelerated by the adoption of remote and hybrid work during the COVID‑19 pandemic. While digital tools are increasingly relied upon to support collaboration, their impact on dialogic communication within collaborative brainstorming processes in Australian advertising agencies remains underexplored. In addition, the emergence of generative AI technologies, such as ChatGPT, represents an ongoing shift in how technology is embedded in creative ideation, whereby AI now actively participates in ideation processes in agencies, shaping conversational dynamics, sense‑making, and the co-construction of ideas. This research project aims to examine how generative AI influences employees’ dialogic engagement during collaborative brainstorming in advertising agencies and how this shapes creative outcomes. It also seeks to understand how the role and influence of AI within brainstorming interactions evolves over time in agencies, offering insight into the changing dynamics of human-AI and human-human collaboration in organisational creativity.

Why I chose Charles Sturt

Recommended by my previous supervisor (Dr. Ivana Crestani) following on from the completion of my master’s degree in mid- 2024.