Miguélez-Juan, B. , REBOLLO BUENO, SARA
No
Ai Impacts On Branded Entertainment And Advertising
Libro Completo
Científica
01/01/2025
2-s2.0-105007279590
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. © 2025 by IGI Global Scientific Publishing. All rights reserved.
Sales; Advertizing; Advertizing agencies; Brand values; Communication method; Communicationtechnology; Creatives; Differentiators; Emotional connections; Entertainment technology; Younger generations; Engineering education