THE GENERATIVE TRANSFORMATION: ANALYZING THE IMPACT OF AI ON CREATIVE ADVERTISING PRACTICES, PERSONALIZATION, AUTOMATION, AND CAMPAIGN EFFICIENCY

Abstract

Generative AI is shaking up creative advertising since it fully transforms how campaigns are ideated, customized and executed (Ramachandran et al., 2025; Borrega & Daniel, 2025).As marketing becomes more heavily reliant on advanced technology, generative AI facilitates uniquely human creativity and intersection of machines, generating faster, more personalized, and importantly, scalable campaigns (Amoah et al., 2025; Vidrih & Mayahi, 2023). This harnessing of human creative talent alongside artificial intelligence is poised to create new opportunities to engage consumers and quicken resource deployment in an increasingly saturated market (Bozieva, 2024; Zou & Zou, 2023).