o:9040 FROM ALGORITHM TO AESTHETICS: ARTIFICIAL INTELLIGENCE’S PLACE IN CREATIVE SECTOR en 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 Artificial Intelligence (AI), Art, Creativity, Algorithms, Marketing 1552099 https://doi.org/ 10.7251/EMC250V130P 2026-02-02T11:35:22.591Z 44 no 46 Nenad Perić Institute for Serbian Culture Pristina-Leposavic, Leposavić, Serbia 0000-0002-8332-0805 46 Filip Čudić Strange Wonder Films, Belgrade, Serbia, 0009-0002-3430-9199 46 Mirjana Milovanović Higher Education Institution Banja Luka College, Banja Luka, 0000-0003-3746-5517 application/pdf 2151060 https://unilib.phaidrabg.rs/o:9040 no yes 16 70 92000001 71A06 Časopis za ekonomiju i tržišne komunikacije Economy and Market Communication Review 130 143 2025