Creativity, long viewed as a distinctly human capacity, is being redefined in the age of artificial intelligence (AI). This shift is especially visible in marketing, where innovation, persuasion, and audience engagement drive success. Central to this transformation is agentic AI—systems that not only generate content but also set goals, plan actions, use tools, and adapt through feedback. AI is thus moving from a supportive tool to an active participant in creative and commercial processes. Traditionally, creativity has been explained through psychological, cognitive, and social frameworks centered on human thought and interaction. AI introduces a computational, data-driven, and increasingly autonomous dimension that expands these models. Technologies such as generative models, large language models, reinforcement learning, and agentic systems now operate across art, design, science, and marketing. In these contexts, AI acts as co-creator, creativity amplifier, and—when agentic—as coordinator of complex, end-to-end creative and decision-making processes. In marketing, AI enables continuous experimentation, hyper-personalization, automated optimization, and tight integration between creative development, media placement, and performance analysis, blurring traditional functional boundaries. However, AI-enabled creativity raises ethical, legal, and societal issues, including authorship, bias, transparency, accountability, idea homogenization, shifting skill demands, and job displacement. Future progress will rely on hybrid human–AI models, interdisciplinary research, and institutional adaptation. AI is not merely augmenting creativity but reshaping the systems in which it operates. Its value will depend on effective collaboration between human judgment and increasingly autonomous machine intelligence.