eng Časopis za ekonomiju i tržišne komunikacijeEconomy and Market Communication Review startpage: 130 endpage: 143 application/pdf 2151060 bytes FROM ALGORITHM TO AESTHETICS: ARTIFICIAL INTELLIGENCE’S PLACE IN CREATIVE SECTOR http://creativecommons.org/licenses/by/4.0/legalcode info:eu-repo/semantics/article Artificial Intelligence (AI), Art, Creativity, Algorithms, Marketing https://unilib.phaidrabg.rs/o:9040 doi:10.7251/EMC250V130P Traditional ideas of authorship, creativity, and artistic originality have been challenged by the nexus of artificial intelligence (AI) and art, which has ushered in a revolutionary era for creative practices. Both professional and amateur artists can now create images, music, poetry, and movies using AI-driven tools and algorithms like GANs, CANs, and machine learning models. In addition to increasing productiv- ity and creativity, these technologies raise moral questions about authorship, copy- right, and the possible replacement of human artists. While platforms like DALL·E and Stable Diffusion push the limits of visual expression, projects like DeepBach and Beethoven X show how AI can mimic classical composition. AI’s wider societal utility is also demonstrated by its application in cultural heritage and restoration, includ- ing the analysis of historical paintings and the reconstruction of lost artwork. AI has also changed marketing strategies through content automation, emotional targeting, and data-driven personalization. AI lacks contextual sensitivity and emotional depth, which are traits derived from human experience, despite these advancements. There- fore, it is crucial to strike a balance as AI develops so that it enhances rather than re- places the fundamental human characteristics that characterize true artistic creation Perić, Nenad Čudić, Filip Milovanović, Mirjana 2025