More Enthusiasm than Skepticism: AI in Advertising from the Perspective of its spanish Professionals

Authors

DOI:

https://doi.org/10.12795/Ambitos.2025.i68.12

Keywords:

Artificial Intelligence, advertising, marketing, professionals, survey

Abstract

This study analyzes the perception of advertising professionals in Spain about artificial intelligence (AI) and its impact on the industry, based on a survey of 373 experts in the sector. The results reflect a mostly positive attitude, with 66.5 % of respondents perceiving AI as an opportunity. It is confirmed that the familiarity and frequency of use of these tools influence their acceptance, as well as their contribution to the optimization of processes and automation of repetitive tasks without replacing human creativity. In addition, respondents consider AI to be especially useful for streamlining processes, optimizing resources and improving advertising segmentation, highlighting its ability to make strategic decision-making more efficient. The research suggests that the effective adoption of AI requires continuous training and integration strategies that balance technological efficiency with the creative identity of the sector. It is recommended to develop qualitative and longitudinal studies to analyze the evolution of these perceptions and their impact on the advertising industry.

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Author Biographies

Susana Herrera Damas, Carlos III University of Madrid

Susana Herrera Damas es licenciada en Comunicación Audiovisual (Universidad de Navarra, 1998) y en Sociología (UNED, 2004) y Doctora en Comunicación (Universidad de Navarra, 2002). Premio Extraordinario de Doctorado, es autora de 7 libros y de más de 90 artículos publicados en revistas académicas de prestigio. Ha sido Profesora Visitante en las Universidades de Ottawa (Canadá), Texas (Estados Unidos) y en la Missouri School of Journalism (Estados Unidos). Desde 2008, trabaja en la Universidad Carlos III de Madrid, donde es Catedrática de Periodismo. En la actualidad, su investigación se centra en la innovación mediática en entornos digitales, con especial atención a la búsqueda de buenas prácticas en iniciativas concretas relacionadas con la ética de la innovación, las narrativas digitales interactivas y el periodismo constructivo.

Susana Asenjo-McCabe, Carlos III University of Madrid

Susana Asenjo-McCabe es Doctora en Investigación en medios de comunicación, es profesora asociada en el Departamento de Comunicación de la UC3M desde 2005. Sus líneas de investigación son sobre marketing social, activismo de marca, la IA en publicidad y el Green Shooting en la industria audiovisual. Imparte docencia en el Grado en Comunicación Audiovisual y el Doble Grado en Periodismo y Comunicación Audiovisual de la UC3M así como en varios másteres, coordinando sus prácticas externas, tutorizando Trabajos de Fin de Estudios e impartiendo Publicidad y Comunicación. Es coordinadora del Máster en Comunicación Publicitaria de la UC3M.

Cristina del Pino-Romero, Carlos III University of Madrid

Cristina del Pino-Romero es Profesora Titular en el Departamento de Comunicación de la Universidad Carlos III de Madrid. Es doctora en Ciencias de la Información por la Universidad de Málaga (2004) y ha sido Profesora Visitante en la Universidad de Los Ángeles, California (UCLA). Sus líneas de investigación son la comunicación publicitaria, la publicidad no convencional en ficción y en otros formatos audiovisuales, el branded content, el brand placement y la innovación en formatos publicitarios.

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Published

2025-10-15

How to Cite

Herrera Damas, S., Asenjo-McCabe, S., & del Pino-Romero, C. (2025). More Enthusiasm than Skepticism: AI in Advertising from the Perspective of its spanish Professionals. Ámbitos. Revista Internacional De Comunicación, (68), 218–240. https://doi.org/10.12795/Ambitos.2025.i68.12

Issue

No. 68 (2025): Autumn Edition

Section

MISCELLANEOUS

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Copyright (c) 2025 Asenjo-McCabe, S., Herrera Damas, S., Del-Pino Romero, C.

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