Artificial Intelligence and Its Impact on Contemporary Advertising

Abstract

Artificial intelligence has been significantly and rapidly changing the landscape of today's advertising 
environment, altering creative methods and interactions between consumers, brands, and designers. In 
recent years, its use has fostered modifications in campaign segmentation, personalization, and 
automation, allowing for more accurate, agile, and flexible campaign development. This study examines 
the significant impact of artificial intelligence on contemporary advertising, focusing on the Colombian 
context and Cúcuta, where the adoption of technologies has led to remarkable progress, although this can 
also reveal structural and training deficiencies. Through a literature review and analysis of interviews with local graphic designers and advertising professionals, it is evident that AI brings significant benefits, such 
as improved time management, advancements in segmentation, and the ability to create multiple visual 
proposals more efficiently. In turn, the automation of routine tasks is highlighted, allowing professionals 
to focus on strategic aspects. However, respondents express concerns about the loss of creative 
authenticity, excessive technological dependence, and ethical dilemmas related to data manipulation, 
privacy, and plagiarism of algorithmically generated content. The findings indicate that, while AI opens 
new creative opportunities, its implementation must strike a balance where human sensitivity, intuition, 
and critical thinking remain at the heart of advertising design. Furthermore, in Cúcuta, there is interest in 
incorporating these technologies, but deficiencies persist in training and access to advanced tools. In 
short, artificial intelligence offers a way to renew and strengthen current advertising, provided it is 
adopted ethically and responsibly, complementing human creative thinking and preventing technology 
from replacing the elements that distinguish and add value to the work of designers and advertisers.