This article explores the transformation of the advertising media business under the influence of artificial intelligence (AI). Particular attention is given to changes in strategic media planning, creative content generation, and consumer perception. The author analyzes how algorithmic systems—such as neural networks, programmatic advertising, and generative AI—are reshaping traditional roles in creative and strategic advertising. Through case studies and comparative analysis of human-made versus AI-generated campaigns, the article argues for a balanced integration of technology and human creativity. Legal and ethical implications surrounding authorship, trust, and audience manipulation are also addressed.
Keywords: advertising media business, artificial intelligence, digital advertising, media planning, creativity, neural networks, programmatic advertising, ethics in advertising.
В данной статье исследуется трансформация рекламного медиа-бизнеса под воздействием искусственного интеллекта (ИИ). Особое внимание уделено изменениям в стратегическом медиапланировании, генерации креативного контента и восприятии потребителем рекламных сообщений. Автор анализирует, как алгоритмические системы (нейросети, программатика, генеративный ИИ) влияют на традиционные роли креаторов, копирайтеров и стратегов, а также рассматривает потенциал и ограничения автоматизированной рекламы. На основе кейс-стади и сравнительного анализа кампаний, разработанных с участием ИИ и без него, делается вывод о необходимости баланса между технологией и человеческим творчеством. Также обсуждаются правовые и этические аспекты, связанные с авторством и манипуляцией аудиторией.
Ключевые слова: рекламный медиа-бизнес, искусственный интеллект, digital-реклама, медиапланирование, креатив, нейросети, программатика, этика в рекламе.
Introduction
In recent years, artificial intelligence has rapidly penetrated the field of advertising. While initially used for media buying and data analysis, AI systems today are capable of generating entire campaigns—copy, visuals, and even strategy. This shift poses a key question: Will creativity remain a human domain, or are algorithms becoming co-creators in the advertising space?
This article aims to assess how AI impacts not only advertising output but also the structure and philosophy of the advertising media business. Through theoretical analysis and industry examples, we evaluate how automation redefines creativity, strategy, and audience engagement.
Artificial intelligence in the advertising industry: an overview
AI in advertising manifests in various forms:
– Programmatic Advertising automates ad placement using real-time data and behavioral targeting.
– Generative AI (e.g., ChatGPT, Midjourney, Sora) produces ad copy, images, and video content.
– Predictive Analytics uses machine learning to anticipate consumer behavior and optimize media strategies.
These tools reduce manual workload, speed up campaign cycles, and improve personalization. However, the over-reliance on algorithmic logic can lead to formulaic messaging and diminished creative originality [2].
Creativity vs. algorithm: competitors or collaborators?
One of the biggest debates in today’s advertising world is whether AI undermines human creativity or enhances it. While AI can generate slogans, images, and even scripts, it lacks emotional depth and cultural context unless trained very specifically.
A 2023 study by the IPA (Institute of Practitioners in Advertising) compared consumer reactions to AI-generated vs. human-generated ads. While AI ads were rated high on clarity and relevance, human-created ads scored significantly higher on emotional impact and memorability.
Examples like Heinz’s «AI Imagines Ketchup» campaign show a creative synergy—where AI was used to reveal cultural associations that only humans could interpret meaningfully.
Thus, AI should not be seen as a competitor, but as a collaborator—a powerful tool for ideation, variation, and execution.
Impact on business models and professional roles in advertising
The rise of AI is reshaping business models in the media and advertising industry:
– Agencies are becoming tech-hybrids, integrating AI labs and data science departments.
– Creative professionals need new competencies—understanding prompt engineering, AI ethics, and human–AI interaction.
– New roles are emerging, such as AI Content Strategist or Algorithmic Media Analyst.
Yet, there’s a risk: automation may reduce demand for traditional roles (copywriters, designers), especially in low-budget or short-form campaigns. This calls for reskilling and strategic positioning within creative teams.
Ethical and legal considerations
AI-generated content raises critical ethical legal questions:
– Authorship and ownership: Who owns AI-generated ideas? The user, the platform, or the AI itself
– Deception and deep fakes: AI can simulate voices and faces, raising concerns about consumer trust and misinformation.
– Manipulation and bias: Algorithms trained on biased datasets can reinforce stereotypes and exclusion.
Furthermore, many consumers are unaware when an ad is AI-created, which may violate advertising transparency standards. Regulatory frameworks are still evolving, but agencies must preemptively build ethical guidelines to protect both clients and audiences [1].
Psychological perspectives: how do audiences perceive AI-generated ads?
Recent research in consumer psychology reveals a «trust gap» between AI-generated and human-generated content:
– A 2023 Nielsen survey found that 61 % of respondents were less likely to trust ads created entirely by AI unless clearly labeled.
– People prefer ads where a human touch is visible, especially for emotional or sensitive topics like health, social issues, or family [5].
The «uncanny valley» effect also plays a role. Just as humanoid robots can be unsettling, ads that feel «too robotic» or artificially perfect can alienate viewers. This has led some companies to intentionally add imperfections or personal touches to AI outputs to simulate authenticity.
Thus, transparency, ethical labeling, and contextual relevance are critical when using AI in public-facing content.
Recommendations for industry professionals
To thrive in this evolving environment, media professionals and creatives must adapt, not retreat. Below are some practical recommendations:
– Invest in AI fluency: learn how to use tools like ChatGPT, Midjourney, and programmatic platforms—not just technically, but strategically.
– Balance data with empathy: let algorithms assist with targeting and insights, but ensure storytelling still connects on a human level.
– Build ethical frameworks: agencies should create clear policies for transparency, data use, and human oversight in all AI-assisted content.
– Prioritize co-creation: use AI to empower audiences—let them shape, remix, and engage with branded content interactively.
– Rethink creativity: the role of the advertiser is no longer to just create, but to curate, orchestrate, and evolve content collaboratively [4].
Conclusion
AI is not replacing creativity—it’s redefining it. When used wisely, artificial intelligence can enhance the strategic and creative effectiveness of digital advertising. However, human oversight, emotional intelligence, and ethical awareness remain irreplaceable.
For agencies and media businesses, the challenge is clear: adopt AI not as a shortcut, but as a catalyst for more relevant, inclusive, and innovative campaigns. The future lies not in choosing between algorithms and creativity, but in integrating them meaningfully.
References:
- Kaplan A., Haenlein M. Siri, Siri, in my hand: Who’s the fairest in the land? // Business Horizons, 2019. Vol. 62, No. 1. p. 15–25.
- Kotler P., Kartajaya H., Setiawan I. Marketing 5.0: Technology for Humanity // Wiley, New Jersey, 2021. 256 p.
- McStay, A. Emotional AI: The rise of empathic media // SAGE Publications, London, 2018. 208 p.
- OpenAI usage policies and research papers [Electronic resource]. — https://openai.com/research (date of the application 01.06.2025).
- Walden J. Programmatic advertising explained // Digital marketing journal, 2022. No. 6. p. 33–47.
