AI appropriation in Marketing and Advertising: An empirical research on Creative and Strategic Practices

This thesis explores how Artificial Intelligence is integrated into the professional practices of marketing and advertising, focusing on the tools currently in use, their benefits, and the challenges they introduce. It also examines the professional discourse surrounding AI in the industry, including the expectations regarding its present integration and future trajectory. The thesis aims to serve as a practical guide for professionals, proposing concrete approaches to AI integration that enhance effectiveness in creative and strategic workflows. Grounded in Science and Technology Studies, digital sociology, and digital and postdigital storytelling frameworks, the research follows a qualitative constructivist approach. Empirical data was collected through 17 semi-structured in-depth interviews with communication professionals working in Italy, and complemented by a computer-aided text analysis of the interview transcripts. Key findings highlight openness, curiosity, and a critical standpoint as essential professional attitudes to work with AI and reveal potential risks to authenticity and to the perceived value of communication products that emerge when AI is not used thoughtfully. The study also points to the need for professional guidelines and continuous learning opportunities to address copyright concerns, ethical issues, and the risk of codependency. The discussion of this thesis goes beyond the organizational dynamics of coexistence with AI by also reflecting on its broader cultural meanings and the mutual influence of other users of the technology as well.