Artificial Intelligence and Its Impact on Contemporary Advertising
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Artificial intelligence, Automation, Contemporary advertising, Digital creativity, Graphic technology, Targeting
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.
Blanco Sanguineti, R. G., Cardenas Cordova, C. D., & Torpoco Baltazar, A. (2024). La inteligencia
artificial en la publicidad: Una revisión sistemática de la década 2020-2024. Journal of the Academy,
(11), 53. http://journalacademy.net/index.php/revista/article/view/229/240
Gómez, L., & Torres, M. (2023). La inteligencia artificial y su influencia en la publicidad moderna.
Journal Academy, 3(2), 45–60. https://journalacademy.net/index.php/revista/article/view/229
Solano-Sánchez, A. S., Ching-Caraballo, E. A., Calderón-Graterón, J. D., Ramírez-Peñaranda, C. F., &
Cardozo, D. (2024). El impacto creciente de la inteligencia artificial (IA) en el campo del Diseño Gráfico.
Convicciones. https://www.fesc.edu.co/Revistas/OJS/index.php/convicciones/article/view/1381
Aguado Terrón, J. M., & Martínez Martínez, I. J. (2023). Inteligencia artificial y privacidad: la
transformación de la publicidad digital y su impacto en el ecosistema de medios.
En
Inteligencia
artificial,
periodismo
y
democracia
(pp.
339–362).
https://dialnet.unirioja.es/servlet/articulo?codigo=9645157
Asenjo-McCabe, S., & del Pino-Romero, C. (2024). El uso de la Inteligencia Artificial en el sector del
marketing, la publicidad y los contenidos de marca en España. Comunicación, 22(2), 82–102.
https://doi.org/10.12795/Comunicacion.2024.v22.i02.06
Blanco Sanguineti, R. G., Cardenas Cordova, C. D., & Torpoco Baltazar, A. (2024). La inteligencia
artificial en la publicidad: Una revisión sistemática de la década 2020–2024. Journal of the Academy,
(11), 53. http://journalacademy.net/index.php/revista/article/view/229/240
Chanca-Huamán, R. A., Tello-Rojas, M., & Llacta, L. (2023). Herramientas de marketing digital
potenciadas por inteligencia artificial. Innova Research Journal, 8(3), 1–15.
https://dialnet.unirioja.es/servlet/articulo?codigo=9698314
Cordero-Cueva, L., & Ríos-Toledo, C. (2025). La Inteligencia Artificial en las estrategias de marketing
digital de las PYMES: percepción de expertos del sector. Ciencia Latina, 9(2), 3047–3061.
https://dialnet.unirioja.es/servlet/articulo?codigo=10344561
Fernández Rincón, A. R. (2023). El creativo invisible: inteligencia artificial y creación publicitaria.
Miguel Hernández Communication Journal, 14, e1983. https://doi.org/10.21134/mhjournal.v14i.1983
Gallardo, K., Cueva, V., & Benítez, C. (2024). La personalización de UX mediante IA en el marketing
digital
en América Latina. Review of Communication and Arts, 4(1), 165–177.
https://revistasucal.com/index.php/rca/article/download/97/151/524
García, M. (2022). Inteligencia artificial, publicidad programática y big data: impactos y consecuencias en
los internautas. https://dialnet.unirioja.es/servlet/articulo?codigo=9209795
Gómez, L., & Torres, M. (2023). La inteligencia artificial y su influencia en la publicidad moderna.
Journal Academy, 3(2), 45–60. https://journalacademy.net/index.php/revista/article/view/229
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.
Blanco Sanguineti, R. G., Cardenas Cordova, C. D., & Torpoco Baltazar, A. (2024). La inteligencia
artificial en la publicidad: Una revisión sistemática de la década 2020-2024. Journal of the Academy,
(11), 53. http://journalacademy.net/index.php/revista/article/view/229/240
Gómez, L., & Torres, M. (2023). La inteligencia artificial y su influencia en la publicidad moderna.
Journal Academy, 3(2), 45–60. https://journalacademy.net/index.php/revista/article/view/229
Solano-Sánchez, A. S., Ching-Caraballo, E. A., Calderón-Graterón, J. D., Ramírez-Peñaranda, C. F., &
Cardozo, D. (2024). El impacto creciente de la inteligencia artificial (IA) en el campo del Diseño Gráfico.
Convicciones. https://www.fesc.edu.co/Revistas/OJS/index.php/convicciones/article/view/1381
Aguado Terrón, J. M., & Martínez Martínez, I. J. (2023). Inteligencia artificial y privacidad: la
transformación de la publicidad digital y su impacto en el ecosistema de medios.
En
Inteligencia
artificial,
periodismo
y
democracia
(pp.
339–362).
https://dialnet.unirioja.es/servlet/articulo?codigo=9645157
Asenjo-McCabe, S., & del Pino-Romero, C. (2024). El uso de la Inteligencia Artificial en el sector del
marketing, la publicidad y los contenidos de marca en España. Comunicación, 22(2), 82–102.
https://doi.org/10.12795/Comunicacion.2024.v22.i02.06
Blanco Sanguineti, R. G., Cardenas Cordova, C. D., & Torpoco Baltazar, A. (2024). La inteligencia
artificial en la publicidad: Una revisión sistemática de la década 2020–2024. Journal of the Academy,
(11), 53. http://journalacademy.net/index.php/revista/article/view/229/240
Chanca-Huamán, R. A., Tello-Rojas, M., & Llacta, L. (2023). Herramientas de marketing digital
potenciadas por inteligencia artificial. Innova Research Journal, 8(3), 1–15.
https://dialnet.unirioja.es/servlet/articulo?codigo=9698314
Cordero-Cueva, L., & Ríos-Toledo, C. (2025). La Inteligencia Artificial en las estrategias de marketing
digital de las PYMES: percepción de expertos del sector. Ciencia Latina, 9(2), 3047–3061.
https://dialnet.unirioja.es/servlet/articulo?codigo=10344561
Fernández Rincón, A. R. (2023). El creativo invisible: inteligencia artificial y creación publicitaria.
Miguel Hernández Communication Journal, 14, e1983. https://doi.org/10.21134/mhjournal.v14i.1983
Gallardo, K., Cueva, V., & Benítez, C. (2024). La personalización de UX mediante IA en el marketing
digital
en América Latina. Review of Communication and Arts, 4(1), 165–177.
https://revistasucal.com/index.php/rca/article/download/97/151/524
García, M. (2022). Inteligencia artificial, publicidad programática y big data: impactos y consecuencias en
los internautas. https://dialnet.unirioja.es/servlet/articulo?codigo=9209795
Gómez, L., & Torres, M. (2023). La inteligencia artificial y su influencia en la publicidad moderna.
Journal Academy, 3(2), 45–60. https://journalacademy.net/index.php/revista/article/view/229
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