{"id":1185,"date":"2026-03-31T22:22:49","date_gmt":"2026-03-31T19:22:49","guid":{"rendered":"https:\/\/www.etimm.ase.ro\/?p=1185"},"modified":"2026-03-31T22:22:49","modified_gmt":"2026-03-31T19:22:49","slug":"embracing-hybrid-intelligence-an-exploratory-study-on-ai-adoption-in-content-creation-among-romanian-marketing-professionals","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=1185","title":{"rendered":"Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals\"\/>Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author(s)<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Iulia POSTOLACHI\"\/>Iulia POSTOLACHI, <meta name=\"citation_author\" content=\"Irina-Constan\u021ba THEODORU\"\/>Irina-Constan\u021ba THEODORU<\/span><\/span>\n<\/p>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2026\/03\/31\"\/><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"\/><meta name=\"citation_volume\" content=\"1\"\/><meta name=\"citation_issue\" content=\"1\"\/><meta name=\"citation_firstpage\" content=\"7\"\/><meta name=\"citation_lastpage\" content=\"20\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"\/><meta name=\"citation_issn\" content=\"2537-5865\"\/><\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31, C83, O33.\"\/>M31, C83, O33.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"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\u2019 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.\"\/>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\u2019 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.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Hybrid Intelligence, Augmented Generative AI, content marketing, emerging technologies.\"\/>Hybrid Intelligence, Augmented Generative AI, content marketing, emerging technologies.<\/span><\/span>\n<\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V01_2026_118.pdf\"\/><a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V01_2026_118.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"https:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2026\/JETIMM_V01_2026_118.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Embracing Hybrid Intelligence: An Exploratory Study on AI Adoption in Content Creation Among Romanian Marketing Professionals Author(s) Iulia POSTOLACHI, Irina-Constan\u021ba THEODORU Classification JEL M31, C83, O33. Abstract The rapid adoption of artificial intelligence (AI) is reshaping marketing practices, particularly in content creation. This exploratory study examines how Romanian marketing &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[33],"tags":[],"coauthors":[18],"class_list":["post-1185","post","type-post","status-publish","format-standard","hentry","category-jetimm_2026"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1185","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1185"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1185\/revisions"}],"predecessor-version":[{"id":1186,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/1185\/revisions\/1186"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1185"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1185"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1185"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=1185"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}