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Through a comprehensive content analysis of learners\u2019 responses, we employed a blend of manual scrutiny, Python-generated Word Cloud, and Latent Dirichlet Allocation (LDA) to expose the nature of interaction between learners and AI tools. Our findings indicate that learners predominantly adhere to the perception of AI as a tool resembling a \u2018brush\u2019 in the creative process, rather than as an active co-creator \u2013 the percaption that is aligned with the conventional tool-user dynamic. Students articulated a dual narrative regarding AI: they acknowledged its utility in enhancing creativity, yet expressed concerns about overreliance potentially eroding their own creative skills. Heidegger\u2019s exploration of different modes of \u2018revealing\u2019 and Deleuze and Guattari\u2019s notions of desiring machines and machinic enslavement suggest an alternative perspective where technology, and by extension AI-empowered technology, can contribute to a deeper existential understanding. This study points out the possibility of moving beyond a simple tool-user model, suggesting the emergence of more complex plausible scenarios of interaction: poietic symbiosis or algorithmic subjugation.<\/jats:p>","DOI":"10.1007\/s10639-024-12877-8","type":"journal-article","created":{"date-parts":[[2024,7,13]],"date-time":"2024-07-13T07:02:24Z","timestamp":1720854144000},"page":"2185-2209","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":23,"title":["Poietic symbiosis or algorithmic subjugation: generative AI technology in marketing communications education"],"prefix":"10.1007","volume":"30","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1808-8373","authenticated-orcid":false,"given":"Gulnara Z.","family":"Karimova","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yevgeniya D.","family":"Kim","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Amir","family":"Shirkhanbeik","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2024,7,13]]},"reference":[{"issue":"6","key":"12877_CR1","doi-asserted-by":"publisher","first-page":"11355","DOI":"10.1007\/s10639-022-11065-w","volume":"27","author":"M Ahmad","year":"2022","unstructured":"Ahmad, M., Junus, K., & Santoso, H. 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