Use of Artificial Intelligence in Advertising Agencies: Opportunities and Challenges

This paper’s overall objective is to identify the opportunities, challenges, and effects of artificial intelligence in advertising agencies. The theoretical approach of the key concept of artificial intelligence - its definition, typologies and effects, is followed by a particularization of the term in the advertising sector, based on a synthetic review, through a secondary analysis of statistical data, of the main trends in the AI use in current Romanian and international advertising. Subsequently, the paper focuses on the applied approach, based on qualitative research carried out through interviews with both employees from advertising agencies without management positions and managers of departments and advertising agencies where the former work, in order to identify the advantages and disadvantages of working with AI, but also positive and negative effects of using AI in advertising organizations, proposals for improving activities in which AI is used and, not least, ethical challenges related to working with AI. The integration of artificial intelligence in the advertising industry presents remarkable potential for innovation and efficiency, but also the need for a responsible approach to emerging challenges. The research provided a solid foundation for understanding the complexity and dynamism of the relationship between AI and advertising, highlighting that long-term success depends on the industry's ability to navigate this ever-evolving technology landscape with caution. By fostering a harmonious collaboration between technology and creativity, the advertising sector can maximize the benefits of AI while ethically addressing the associated challenges.