Generative AI and Strategic Communication in Social Impact Campaigns
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2025
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IGI Global Scientific Publishing
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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 of AI in advertising, paying greater attention to creativity and the search for audiences, as well as the study of cases where this technology has been implemented. The transformative capacity of AI in advertising is evident, but a balance is required between the objectives set by organisations and ethical and responsible use.
Descripción
Connecting with the public, especially the younger generations, is challenging for brands and agencies unless they leverage new communication technologies to create engagement and foster more critical and active audiences. Consumers, often overwhelmed by messages and products, no longer need to avoid intrusive advertising. Instead, in this new advertising paradigm, they seek out brands and their advertisements to form a positive emotional connection. This intimate bond benefits both the brand and the consumer, acting as a loudspeaker for the brand's values and message. In this context, creativity and professional creatives are reaffirmed as the key differentiators for modern advertising agencies. These agencies need well-trained professionals who are not afraid to use new communication methods, including entertainment and emerging technologies like AI, which, despite being unregulated, are here to stay.
AI Impacts on Branded Entertainment and Advertising explores the scientific foundations on the use of AI and branded content, understanding it as an essential tandem for the understanding of the advertising (and social) reality. Covering topics such as non-conventional media, influencer marketing, and avatar, this book is an excellent resource for marketing directors, brand creators, communication professionals, computer developers, corporate professionals, researchers, scholars, professionals, academicians, and more.
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Calle-Mendoza, S., Esteban-Regules, B., & Arroyo-Almaraz, I. (2025). Generative AI and Strategic Communication in Social Impact Campaigns. In Miguélez-Juan, B. & Rebollo-Bueno, S. (Ed), AI Impacts on Branded Entertainment and Advertising, (pp. 145-166). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-3799-8