Abstract:

As the entities acting in a dynamic environment, advertising agencies constantly need to adapt to growing market requirements by improving the quality of the services they provide, by shortening service time, and by the reduction of costs. The tools which might contribute to the growth of operational efficiency as well as to the quality of the agency output are the solutions based on Artificial Intelligence. The aim of this paper is to identify the potentialities and limitations of the use of Artificial Intelligence in the work of an advertising agency. The paper is of an exploratory nature. The quality-oriented research was conducted among purposively chosen advertising agencies’ managers. The obtained results allowed us to identify their attitude towards the use of AI and their approach to substituting human labor by AI as well as the consequences of AI for advertising agencies’ performance.