Inteligencia artificial en la producción de contenidos publicitarios. Desafíos y oportunidades.

Abstract

To recognize and position commercial companies their brands in the market they need to create advertising content that leads customers to consume the product or service, then, the responsibility of advertisers is to catch up with information and communication technology, currently being the Artificial Intelligence, a digital tool with a large volume of data that is experienced in advertising for its application in the creation and production of advertising, being a visible challenge in the commercial field. The objective of the essay focused on analyzing the contribution of Artificial Intelligence in the advertising field in the creation of content, at the same time, it is intended to theoretically base the correlation of Artificial Intelligence in the production of advertising content. For this, the necessary information was collected in the various articles, scientific journals and postgraduate theses in the university repositories, with a qualitative methodological design, with a descriptive and analytical approach; in addition to applying an inductive method. It is convincing to understand the pace of innovation caused by these multiple transformations of creating advertising content to position a brand in the market, there being debates about this phenomenon that limits the human capacity to understand and exploit technological change. The conclusion of this study was based on the fact that there are few works that address this phenomenon from a scientific perspective; However, properly applying Artificial Intelligence in an advertising context is limited by creative support, instead of developing independent work without human intervention.