2026-04-17T17:40:51Zhttps://recercat.cat/oai/request

oai:recercat.cat:10256/273272025-09-23T01:17:49Zcom_2072_452955com_2072_2054col_2072_453064

00925njm 22002777a 4500 dc Serra-Simón, Jordi author Puntí-Brun, Mònica author Espinosa-Mirabet, Sílvia author de Faria Nogueira, Maria Alice author Martín-Guart, Ramón author Tôrres de Azevedo, Sandro author Serra Simón, Jordi author Puntí Brun, Mònica author Espinosa i Mirabet, Sílvia author Nogueira, Maria Alice de Faria author Martín Guart, Ramon author Azevedo, Sandro Tôrres de author 2025-09-01 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 This 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. http://hdl.handle.net/10256/27327 Publicitat Advertising Agències de publicitat Advertising agencies Intel·ligència artificial Artificial intelligence Generative artificial intelligence in advertising. Field applications in Rio de Janeiro and Catalonia