The use of AI in the advertising industry in Spain interest, awareness, and use
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Although they have only recently burst into society, artificial intelligence (AI) tools have permeated all areas of knowledge and society, including the advertising communication sector. These tools have already been adopted by the various players in the industry and their proliferation continues apace. New applications in advertising are combining or evolving to address tasks related to content generation, data analysis, personalization, automation, chatbots and virtual assistants or image and voice recognition. To be competitive, advertising agencies cannot turn their backs on these innovations, so the mastery of these tools by their employees seems inevitable today. The objective of this research is to survey advertising industry professionals (n=373) regarding their knowledge, interest and use of these tools. The results show that, although interest is high, the level of knowledge is intermediate, which translates into a limited use and an underutilization of their full potential. It is therefore essential that professionals in this field acquire the necessary skills to use all the features offered by these tools effectively in order to get the most out of them. To achieve this, it is also necessary for companies to invest in the training of their employees
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