Artificial Intelligence (AI) is a major driver of change in the advertising industry. Its impact has recently extended to the creative process within agencies through the implementation of Generative AI (GenAI) tools for producing images and texts. Advertising copywriters are beginning to...

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...

In the age of Generative Artificial Intelligence (GenAI), questions arise about whether the International Chamber of Commerce's Advertising and Marketing Code (the ICC Code) is prepared to handle emerging ethical dilemmas. This chapter reviews the provisions of the ICC Code within the context of...

In February 2024, the guild of Spanish advertising illustration declared war on artificial intelligence (AI), concerned about a phenomenon that had been consolidating for months: replacing its work with generative tools. In response, the Federation of Professional Illustrators Associations...

The text intersects artificial intelligence, advertising, and the creative profession. For the selection of texts and evidence of the relationship between the three concepts, we experimented with AI itself, using the Perplexity AI tool. From an exploratory approach, this qualitative meta-study...

This chapter explores the transformative role of Artificial Intelligence (AI) in modern marketing, focusing on its impact on storytelling and consumer engagement. It discusses the evolution of marketing from traditional methods to AI-driven storytelling techniques that leverage data analytics,...

Branded content has evolved as a strategy to create content that resonates with consumers without triggering the rejection commonly associated with traditional advertising. In its recent campaigns, the IKEA brand has embraced this strategy, even incorporating artificial intelligence. This...

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...

In an increasingly digital world, more and more organizations attribute their organizational success to how they study and explore the behavioural dynamics of their consumers. Consumers in different countries have their own cognitive ways of perceiving a product. Most of the time, consumers link...

The proliferation of AI-generated content has significantly impacted the advertising and entertainment industries. This study investigates the influence of AI-generated influencer content on consumer engagement. Employing a qualitative research methodology, we analyze a large dataset of social...