MICALETTO BELDA, JUAN PABLO, Martin-Ramallal, Pablo , Bertola-Garbellini, Andrea
No
Index Comun.
Article
Científica
01/01/2026
001673121100005
2-s2.0-105029691635
This study analyses how advertising professionals perceive the impact of artificial intelligence (AI) on creative processes. Using a questionnaire distributed to experienced agency professionals, quantitative data were collected on the impact of AI within the sector. The results reveal an ambivalent attitude. A total of 54.3% of respondents use AI frequently in their work, particularly graphic designers (85%). It is mainly employed to generate ideas, develop concepts, analyse data, and produce images or texts. Moreover, 73.9% support its ethical integration into university education, fostering critical thinking, creativity, and problem-solving skills. In conclusion, AI is perceived as a useful but not substitute tool, and creatives reaffirm the irreplaceable role of human imagination in an increasingly automated context.
Advertising; Artificial Intelligence; Advertising Creativity; Advertising Agencies; Higher Education