Communication Students’ Perception of AI in Planning, Creating and Disseminating Advertisement
G. E. Nwodu, Adanma Vivian OBIORA, P. I. Agbachukwu · African Journal of Social Sciences and Humanities Research · 2025
Artificial intelligence has been an intrinsic part of the creative industry in the recent era; its exceptional contribution to development and technological advancement is apt and can never be undermined in the process and practice of advertising. The essence of advertising is to promote a cause, goods, and services. Thus, AI helps in the improvement and creative tactics advancement of advertising. The study, amongst its objectives, sought to ascertain the use of artificial intelligence in creating and disseminating advertisements. Also, it tends to analyse the perception of mass communication undergraduate students of Chukwuemeka Odumegwu Ojukwu University on the contributions of AI towards the planning and creating of advertisements. The study is anchored on the technology determinism theory of mass communication. The census method of study was employed, adopting focus group discussion as the technique of data collection. The findings of this study will help in understanding the contributions and usability of artificial intelligence in the terrain of advertising, both digital and mainstream advertising.