Original scientific paper
https://doi.org/10.54820/entrenova-2025-0046
AI-Driven Creativity: Revolutionizing Emotional and Rational Advertising from Script to Final Spot
Roland Impuscatu
orcid.org/0009-0002-2409-5836
; Faculty of Journalism and Communication Sciences, Romania
Abstract
Artificial intelligence (AI) has rapidly expanded from automating routine tasks to reshaping creative industries, particularly advertising. With tools like ChatGPT, Midjourney, Runway, and ElevenLabs, AI now enables fast, cost-effective production of high-quality advertising content. This study presents a practical method for developing an entire ad spot using only AI, from scripting to final video, highlighting strategies in prompt and emotional engineering. It also explores AI’s ability to generate both emotional (transformational) and rational (informational) content. Beyond technical execution, the research reflects on the implications of AI-driven creativity for marketing, branding, and consumer engagement in today’s digital landscape.
Keywords
Artificial intelligence; AI Copilot; advertising creativity; artificial creativity
Hrčak ID:
344834
URI
Publication date:
1.12.2025.
Visits: 147 *