Artificial Intelligence Usage by Advertising Industry Professionals

Abstract

Technological developments have had a great impact on the changes experienced by the entire world since the 20th century. Rapid advances in technology and transformations brought about by digitalization have led to extensive changes in the advertising industry, as in many other sectors, especially in the last twenty years. The concept of Industry 4.0, which entered the world agenda as of 2011, and the digital transformation progressing with the technologies it encompasses, have also brought about new and various applications in the functioning of the advertising sector. While digital advertising is developing alongside traditional advertising methods, the technologies used in this field have also made rapid progress. The advertising sector and its processes are currently being shaped by digitalization and artificial intelligence, which is among the Industry 4.0 technologies. While artificial intelligence technologies enable faster, more efficient and creative results to be obtained in advertising production processes (Kietzmann et al., 2018), the approaches of professionals in the sector to this technology have also become an important area of research. The use of artificial intelligence in advertising production processes has been evaluated in different dimensions such as target audience research, advertising targeting strategies, media planning, advertising impact analysis, campaign design, copy writing and creative processes. (Qin and Jiang, 2019; Li et al., 2021). In this study, the use of artificial intelligence in advertising production processes by advertising sector professionals was investigated.