Implications of Generative Artificial Intelligence (AI) in Advertising Industry
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Abstract
This research investigates the knowledge, understanding, opinions, attitudes, and adoption approaches of professionals in the advertising industry on Generative Artificial Intelligence (Generative AI). In-depth interviews were conducted with 10 experts: five from advertising agencies and five specializing in communication technology for marketing. The findings show that Generative AI has the potential to enhance efficiency and reduce the workload in the creative process through its automated features. Both groups of experts exhibited positive attitudes towards Generative AI, noting that professionals in the advertising industry generally have a favorable view of new technology. Additionally, Generative AI can foster diversity in work and improve the efficiency of advertising production. Regarding guidelines for deployment in the advertising industry, experts believe that skills related to Generative AI will become increasingly crucial. However, despite its potential to significantly boost efficiency, the use of Generative AI still requires human oversight and decision-making to ensure accuracy and high quality. The research highlights the importance of collaboration between humans and Generative AI. Furthermore, it emphasizes the need for management to promote Generative AI by prioritizing personnel training and skill development for optimal efficiency.
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References
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