The Use of AI in Advertising Creativity
María Sicilia Piñero, Ma Mercedes Cuyás Palazón Cuyás Palazón, María Jesús Acosta-López · Advances in marketing, customer relationship management, and e-services book series · 2025
The advances in technologies and the irruption of artificial intelligence (AI) represent a challenge for advertising agencies and for creative management. Generative AI may be used to enhance creativity and to create content that depicts a highly convincing version of reality. The use of AI in advertising has been related to terms such as synthetic advertising, computational creativity or intelligent advertising. This chapter aims to explain the use of artificial intelligence in the following areas of advertising creativity: text, image, voice, audio, music and video generation. It also addresses the impact that the use of artificial intelligence may have on the recipient of the advertising campaign. The results obtained by recent research are identified and organized depending on whether receivers are found to react positively or negatively to the use of AI in creativity. Main conclusions and future lines of research are presented at the end of the chapter.