Advertis(AI)ng: ai in the advertising creation process

Abstract

The context of Advertising is constantly changing, driven by rapid technological advancement, which makes it relevant to foster dialogues about the use of artificial intelligence (AI) in advertising creation. This research seeks to understand how creative professionals from advertising agencies, in-house agencies and communication consultancies use AI tools in their daily work, identifying applications, benefits, challenges and perceptions. Qualitative in nature and exploratory-descriptive in character, the study employed a screening questionnaire, snowball sampling and semi-structured interviews with nine professionals, analysed descriptively, based on the floating reading proposed by Bardin (2011). The results indicate a predominant use for time and task optimisation, especially in text creation, and reveal a gap between knowledge and effective use of these technologies in the advertising market.