Francisco Tigre Moura is Professor of Marketing at IU International University of Applied Sciences, Germany. He holds a PhD in Marketing from the University of Otago (New Zealand). Research interests include human-AI collaboration and human response to artificial creativity. He has multiple publications in scientific journals, conferences, and specialized media and has previously edited two books on artificial intelligence and creativity. He is also the founder of LiveInnovation.org, a research and education platform which, among other topics, discusses the use of artificial intelligence in creative sectors.

In this this talk I will explore how humans respond to artificial creativity across art, music, and creative products. Drawing on behavioural studies, including my own research, the presentation will assess how humans respond to AI-generated content, particularly as a result of human and AI co-creation. I will review current literature, highlight the implications of unauthorized deepfakes, and consider the broader consequences on creative professionals. Beyond the initial novelty, I will encourage a critical reflection on AI’s accelerating adoption and the challenges ahead, urging deeper scrutiny of its lasting impact on the creative sector.