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

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.

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