Generative AI and Strategic Communication in Social Impact Campaigns
Samuel Calle Mendoza, Blanca Esteban-Regules, Isidoro Arroyo Almaraz · Advances in marketing, customer relationship management, and e-services book series · 2025
The use of artificial intelligence in advertising is on the rise and it is already being used in all aspects of the creative process. This study seeks to review the use of artificial intelligence in the advertising process. To this end, the study aims to outline the state of the art on the use of AI in advertising, paying greater attention to creativity and the search for audiences, as well as the study of cases where this technology has been implemented. The transformative capacity of AI in advertising is evident, but a balance is required between the objectives set by organisations and ethical and responsible use.