The Impact of Artificial Intelligence on Advertising Strategies: Analysis of Personalized Targeting Techniques and Automated Creativity

This thesis explores how Artificial Intelligence is transforming modern advertising communication’s strategic and creative work, focusing on personalized targeting and automated creativity. Based on the theoretical backgrounds of Media Studies and Science and Technology Studies (STS), the research follows a qualitative approach grounded on 14 semi-structured interviews conducted with communication professionals working in Italy. The results highlight increased application of AI in the planning, production, and optimization phases of campaigns with real-world benefits to operational efficiency, design inspiration, and faster workflows. But also, there are severe critical issues such as ethical risk, homologation of style, and reduced human control. In a reflexive and interpretive manner, the thesis not only discusses the technological adoption of AI tools but also the symbolic, cultural, and organizational implications that result. More precisely, it describes how communication professionals understand AI, redefine its meanings, and manage its influence in everyday practices.