The Impact of Artificial Intelligence on Advertising Production and the Construction of Narrative

This chapter examines the impact of artificial intelligence (AI) tools on advertising production processes and the construction of narratives from the perspective of advertising professionals. Drawing on a phenomenological qualitative design, in-depth interviews were conducted with 16 advertising practitioners integrating AI into creative workflows. The findings indicate that AI is mainly conceptualized as a supportive assistant rather than an autonomous creator. While AI enhances speed, efficiency, and idea generation, participants emphasize that originality, emotional depth, and narrative authenticity remain human-driven. The study reveals a shift toward hybrid creativity, where routine tasks are increasingly delegated to AI, yet strategic thinking and insight development remain human-centered. Although concerns regarding standardization and superficiality persist, AI is largely perceived as transformative rather than disruptive. The sustainability of advertising practice depends on balancing algorithmic efficiency with human imagination and cultural sensitivity.