Trapped in the filter bubble? Exploring the influence of Google search on the creative process

This article explores the use of Google search by art directors and copywriters when developing creative advertisements. It aims to reveal the influence of the widely applied search engine on creative process actions, including information gathering and ideation. In-depth interviews with practitioners are analyzed with reference to literature on advertising creativity and search engine personalization. This exploratory study argues that while serving as a convenient means of accessing digital media content, the personalization capabilities of Google search limit exposure to the qualitatively diverse information needed to trigger new ideas. As such, this article provides valuable insight into the complexities of producing advertisements in the digital media era and highlights avenues for further research into the information-gathering strategies of creative practitioners.