Artificial Creativity?

This study investigates the “algorithmic creativity paradox” in advertising, asking whether AI can produce the rule-changing creativity that effective slogans demand or whether it remains confined to rule-governed statistical repetition. Although AI applies Turkish morphological rules with near-perfect accuracy, it struggles to recreate the intentional deviations and culturally embedded wit of human copywriters. The analysis suggests AI is generally risk-averse, favoring dictionary-attested forms and safe similes over the metaphor-rich, culturally grounded puns seen in campaigns such as “Biraver.” AI therefore functions as a powerful derivational engine, generating virtually unlimited morphological variants and sometimes producing hallucinations that look creative, yet without an intent to break rules meaningfully. The study concludes that AI is best used for inspiration and ideation, with humans selecting and refining outputs to secure semantic depth and pragmatic impact.