Erasmus University and Dutch Digital Design Foundation launch Thesis Collaboration on AI

Media & Business master student Sanya Gupta’s research investigates how AI adoption is restructuring organizational norms and job roles within Dutch creative agencies, focusing on how internal team dynamics, responsibilities, and decision-making structures evolve as AI becomes more integrated into creative processes. Through scenario planning, this study explores future possibilities for AI-driven collaboration, examining whether AI will redefine the traditional creative workforce or merely supplement human expertise.

Meanwhile, Simon Röhrs’ (master student Media & Business) research examines how AI is reshaping the division of labour between creative agencies, clients, and media platforms in advertising. As AI automates tasks such as content creation, audience targeting, and campaign management, traditional agency roles are evolving. This study investigates how agencies navigate these shifts and maintain their strategic relevance in an AI-driven landscape.

The collaboration with the Dutch Digital Design Foundation, a network of leading Dutch creative agencies, provides students with access to industry professionals for in-depth interviews and real-world insights, bridging academia and practice. In turn, students will share their thesis findings with the Dutch Digital Design Foundation and its members, writing a management summary and presenting their results to ensure practical knowledge exchange between academia and industry.

By addressing AI’s transformative role in creative industries from both an organizational and structural perspective, Erasmus University and the Dutch Digital Design Foundation contribute to a deeper understanding of AI’s evolving impact on creativity, agency structures, and industry relationships.