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Generative Artificial Intelligence (GAI) is continuously transforming the creative industries in the Philippines, particularly in advertising agencies, by generating creative content based on user input. This study explores how GAI impacts creativity in these agencies, focusing on two key areas: the dimensions of creativity (novelty, affectivity, utility, and humor) and the stages of the creative process (preparation, incubation, illumination, and verification). The research aims to understand how GAI can shape the creative workforce in advertising agencies, enhancing rather than replacing human creativity while supporting SDG 9: Industry, Innovation, and Infrastructure. As GAI becomes more integrated into the day-to-day workflows, its influence on idea collaboration and generation is the key area of the study. The researchers used the Partial Least Squares – Structural Equation Modeling (PLS-SEM) and WARP-PLS to analyze the survey data from the insights of industry professionals who use GAI in their creative output. Contrary to the previous research on how GAI shapes the creative process until the verification stage, the study found insufficient support for GAI’s influence on the verification stage of the creative output. GAI does not fundamentally redefine creativity in advertising but instead serves as a tool that streamlines processes and improves certain aspects of ideation. This indicates that the relationship between GAI and creative output is not direct, leading to a new emerging model that explains how the dimensions of creativity mediate the relationship on how GAI influences the creative output of advertising agencies in every stage of the creative process.

In Higher Education, intellectual stimulation as a key aspect of transformational leadership, plays a vital role in fostering creativity and critical thinking among students. Several efforts have been made to improve students’ creativity in teaching and learning. Intellectual stimulation in Higher Education plays a significant role in fostering keen interest for learning and preparing students for future challenges. It creates a dynamic educational experience that benefits both the educators and students. However, there are still many institutions that have not optimized their students’ capacity development. For this reason, intellectual stimulation is considered as a strategic means for the improvement of creativity in education. All over the world, educational institutions encourage transformative teaching and learning skills design so as to implement a shift from the traditional pedagogy and be more creative with their teaching activities. Nevertheless, teaching and learning accomplishments in Higher Education are often faced with the challenge of resistance to change which slows down the improvement of students’ creativity improvement. This study comprises a systematic literature review using PRISMA approach to track related researches on the role of intellectual for the improvement of creativity in teaching and learning in Higher Education. The study defines the concept of intellectual stimulation and creativity in teaching and learning. The significance of intellectual stimulation in Higher Education is to enhance teaching strategies, influence policies and guide future research  by providing a clear and impactful contribution through the promotion of active learning, encouraging student feedback on their thinking processes, directing funding towards innovative teaching methods and technologies that enhance intellectual stimulation in order to build supportive learning environments and finally, policy makers can use findings on intellectual stimulation to advocate for curricula that emphasizes problem solving, creativity and real world application .Results obtained indicate that intellectual stimulation plays a crucial role in improving students’ creativity. Findings from the study can be linked to potential policy changes for enhancing educational practices and improving education policies serving as advocates for inquiry-based learning and critical thinking skills. The potential contribution of this review study will prompt educators to encourage questioning, introduce diverse learning activities such as group projects and case studies, critical thinking exercises, foster a growth mindset in students, connect to real world issues.