Adopting AI-Generated Videos in Advertising: Insights from Tunisian Agencies
Abir Zouari, Samia Dalhoum, Imen Charfi Ben Hmida · Journal of African Business · 2025
In the contemporary era of digital transformation, artificial intelligence has become a significant driver in the evolution of advertising practices. AI-Generated video content, in particular, has emerged as an innovative tool, enabling organizations to enhance customer satisfaction and engagement. This study aims to explore the opportunities and challenges associated with AI-generated video technologies, providing a comprehensive analysis of their potential to reshape the advertising context. A qualitative study was conducted through twelve interviews with managers from Tunisian advertising agencies, employing the Unified Theory of Acceptance and Use of Technology framework 2. The results highlight three key opportunities: enhancing video quality, personalizing content, and optimizing production processes. Conversely, the study identifies four significant challenges: maintaining brand consistency, addressing technical issues, navigating ethical and legal concerns, and managing social pressures. This insight can help advertisers make informed decisions regarding the adoption of AI-generated videos and contribute to shaping industry practices.