Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia

The emergence of Artificial Intelligence has revolutionized industries in various productive sectors on an international level. Advertising agencies are not immune to this reality and have also experienced the effects of AI through the advent and widespread use of technologies that enable the design...

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Detalhes bibliográficos
Autores: Serra Simón, Jordi, Puntí Brun, Mònica, Espinosa i Mirabet, Sílvia, Nogueira, Maria Alice de Faria, Martín Guart, Ramon, Tôrres de Azevedo, Sandro
Tipo de documento: artigo
Estado:Versão publicada
Data de publicação:2025
País:España
Recursos:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositório:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/27327
Acesso em linha:http://hdl.handle.net/10256/27327
Access Level:Acceso aberto
Palavra-chave:Publicitat
Advertising
Agències de publicitat
Advertising agencies
Intel·ligència artificial
Artificial intelligence
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spelling Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and CataloniaSerra Simón, JordiPuntí Brun, MònicaEspinosa i Mirabet, SílviaNogueira, Maria Alice de FariaMartín Guart, RamonTôrres de Azevedo, SandroPublicitatAdvertisingAgències de publicitatAdvertising agenciesIntel·ligència artificialArtificial intelligenceThe emergence of Artificial Intelligence has revolutionized industries in various productive sectors on an international level. Advertising agencies are not immune to this reality and have also experienced the effects of AI through the advent and widespread use of technologies that enable the design, creation, editing, and writing of content for the advertising industry. This article allows us to measure the impact of the arrival of AI in several advertising agencies, independent and holding companies (such as McCann and Havas Media) in Rio de Janeiro and Catalonia. The research analyses the use and integration of these programs in creative and productive processes based on 25 in-depth interviews with 13 directors and 12 creatives in both regions. The results show that agencies are using generative AI tools, but for different purposes, and that in some cases, AI is related to the advertising creation process, while in others, it is used for tasks related to the design of strategic communication plans or even the design of prototypes and models. Although there is unanimous agreement on the benefits of AI, there are concerns about ethical issues and its use in the finalists' work. This article allows us to glimpse new lines of research related to the implementation of generative AI tools in advertising creativity, customer relationship management, and advertising productionThis research was carried out by PUBCOMTEC, a research group formed by the University of Girona (Faculty of Tourism) and Universidade Federal do Rio de Janeiro (Escola de Comunicação). Open Access funding provided thanks to the CSUC agreement with Elsevier.Elsevier2025info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpeer-reviewedapplication/pdfhttp://hdl.handle.net/10256/27327Telecommunications Policy, 2025, vol. 49, núm. 8, p. 103033Articles publicats (D-FLC)reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)Inglésinfo:eu-repo/semantics/altIdentifier/doi/10.1016/j.telpol.2025.103033info:eu-repo/semantics/altIdentifier/issn/0308-5961info:eu-repo/semantics/altIdentifier/eissn/1879-3258Attribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10256/273272026-05-29T05:05:01Z
dc.title.none.fl_str_mv Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
title Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
spellingShingle Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
Serra Simón, Jordi
Publicitat
Advertising
Agències de publicitat
Advertising agencies
Intel·ligència artificial
Artificial intelligence
title_short Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
title_full Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
title_fullStr Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
title_full_unstemmed Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
title_sort Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia
dc.creator.none.fl_str_mv Serra Simón, Jordi
Puntí Brun, Mònica
Espinosa i Mirabet, Sílvia
Nogueira, Maria Alice de Faria
Martín Guart, Ramon
Tôrres de Azevedo, Sandro
author Serra Simón, Jordi
author_facet Serra Simón, Jordi
Puntí Brun, Mònica
Espinosa i Mirabet, Sílvia
Nogueira, Maria Alice de Faria
Martín Guart, Ramon
Tôrres de Azevedo, Sandro
author_role author
author2 Puntí Brun, Mònica
Espinosa i Mirabet, Sílvia
Nogueira, Maria Alice de Faria
Martín Guart, Ramon
Tôrres de Azevedo, Sandro
author2_role author
author
author
author
author
dc.subject.none.fl_str_mv Publicitat
Advertising
Agències de publicitat
Advertising agencies
Intel·ligència artificial
Artificial intelligence
topic Publicitat
Advertising
Agències de publicitat
Advertising agencies
Intel·ligència artificial
Artificial intelligence
description The emergence of Artificial Intelligence has revolutionized industries in various productive sectors on an international level. Advertising agencies are not immune to this reality and have also experienced the effects of AI through the advent and widespread use of technologies that enable the design, creation, editing, and writing of content for the advertising industry. This article allows us to measure the impact of the arrival of AI in several advertising agencies, independent and holding companies (such as McCann and Havas Media) in Rio de Janeiro and Catalonia. The research analyses the use and integration of these programs in creative and productive processes based on 25 in-depth interviews with 13 directors and 12 creatives in both regions. The results show that agencies are using generative AI tools, but for different purposes, and that in some cases, AI is related to the advertising creation process, while in others, it is used for tasks related to the design of strategic communication plans or even the design of prototypes and models. Although there is unanimous agreement on the benefits of AI, there are concerns about ethical issues and its use in the finalists' work. This article allows us to glimpse new lines of research related to the implementation of generative AI tools in advertising creativity, customer relationship management, and advertising production
publishDate 2025
dc.date.none.fl_str_mv 2025
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
peer-reviewed
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10256/27327
url http://hdl.handle.net/10256/27327
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.1016/j.telpol.2025.103033
info:eu-repo/semantics/altIdentifier/issn/0308-5961
info:eu-repo/semantics/altIdentifier/eissn/1879-3258
dc.rights.none.fl_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
dc.source.none.fl_str_mv Telecommunications Policy, 2025, vol. 49, núm. 8, p. 103033
Articles publicats (D-FLC)
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.198674

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