This study investigates how leadership, more precisely leader–member exchange (LMX), affects innovative behavior through an innovative climate as well as, indirectly, through organizational commitment and internal trust. A total of 1114 samples were collected from employees working in firms in Slovenia and Serbia. The quantitative data and the proposed model were analyzed with the partial least squares—SEM technique. The results indicate that an innovative climate is a mediator in the relationship between leadership and innovative behavior, and this relationship is also further mediated by internal trust and organizational commitment. These results reveal serial mediation or the complex role of an innovative climate in the process of influencing innovative work behavior. Implications for theory and recommendations for practice are discussed.

In the rapidly evolving landscape of digital marketing, the quest for more effective and engaging visual content is relentless. With artificial intelligence (AI) making significant strides, an important question arises: Can AI tools for design surpass the creativity and effectiveness of human graphic designers? This intriguing inquiry forms the cornerstone of our study. We aimed to evaluate the effectiveness of AI- generated versus human-designed advertisements through a practical approach. In the first phase, both a human graphic designer and an AI tool were given identical tasks and prompts to create visual ad solutions. In the second phase, the efficiency of these designs was assessed using Meta's A/B testing solution for Facebook and Instagram ads. This method allows the testing of visual variables by showing different ad versions to segmented audiences, ensuring that no individual sees both versions and that the budget is evenly distributed. The test duration is recommended to be two weeks or until 100 conversions are collected. This experiment, conducted in August 2024 as part of a campaign for FTN Business School's 2024/2025 enrollment, aims to provide a comprehensive insight into the actual capabilities of graphic solutions created by human designers versus AI tools. The outcome of this test promises to offer valuable insights into the real-world performance of AI-generated designs compared to those crafted by human designers. Will AI tools emerge as the new maestros of design, or will the nuanced touch of human creativity prevail? Our research aims to shed light on this cutting-edge debate, providing data-driven conclusions.

The rapid advancement of Artificial Intelligence (AI) has revolutionized numerous industries, with advertising being one of the most significantly impacted. This paper explores the transformative effects of AI technologies on advertising strategies, practices, and outcomes, particularly in the creation of creative advertising campaigns. By analyzing a wide range of relevant literature in the field, the study aims to understand the current trends, methodologies, and effectiveness of AI-driven campaigns. Additionally, practical examples from leading companies are examined to illustrate how AI technologies are being implemented in real-world scenarios to enhance creativity, target audiences more effectively, and measure campaign success. This research contributes to the growing body of knowledge by providing a comprehensive overview of AI's role in modern advertising, offering valuable insights for marketers and academics interested in the integration of AI in creative processes. The findings are expected to highlight the transformative potential of AI in advertising and suggest best practices for leveraging these technologies to maximize campaign impact.