Artificial Intelligence backlit

Intervention across the lifecycle of advertising photography — a bibliometric mapping of flows and actors (2010–2025)

Authors

DOI:

https://doi.org/10.12795/IROCAMM.2026.v09.i01.01

Keywords:

Advertising photography, artificial intelligence, bibliometric analysis, computational image lifecycle, computer vision, visual algorithms

Abstract

Between 2010 and 2025, advertising photography undergoes a profound transformation driven by the integration of artificial intelligence (AI) systems into image capture, generation, editing, aesthetic evaluation, and visual circulation. This study examines this shift through a bibliometric analysis conducted in Web of Science and Scopus, following PRISMA-S guidelines for screening, normalization, and thematic refinement. The final corpus comprises 110 documents that enable mapping the evolution of the field, identifying its authorship structure, the Bradford distribution of sources, and thematic clusters that articulate the convergence between computational photography, deep learning, and algorithmic distribution. Results indicate an emerging yet rapidly maturing domain, characterized by high fragmentation and persistent gaps in authenticity, traceability, and visual governance. Limitations include database-dependent syntax, possible omission of peripheral literature, and the deliberate exclusion of non-visual documents. The study’s original contribution lies in providing a  systematic cartography of the algorithmic life cycle of advertising photography, offering structural evidence of how AI reshapes photographic aesthetics, production, and circulation, and establishing conceptual and operational foundations for future research and professional practice.

 

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Author Biography

RAFAEL BRAZA DELGADO, University of Cádiz

A marketing professional and researcher with over 20 years of experience in both academic and corporate environments, with a strong technical and strategic background. Holds a Ph.D. in Marketing (ongoing) from the University of Cádiz, a Master’s Degree in Technologies for Market Research and Marketing from the University of Granada (2024), and a Telecommunications Engineering degree from the Polytechnic University of Madrid.

In academia, collaborations include institutions such as the Universitat Oberta de Catalunya, where courses in Marketing Fundamentals and Digital Marketing are taught, and the Universidad Internacional de Valencia, focusing on subjects such as Marketing Management and Business Digitalization. Additionally, experience was gained at the Complutense University of Madrid, teaching subjects like Advertising, Marketing Strategy, and Market Research.

Furthermore, teaching has been provided at OBS Business School, covering Commercial Communication and supervising Master’s theses, along with specialized training in Digital Marketing and Artificial Intelligence.

In the corporate sector, a distinguished career has been developed at Telefónica España, holding roles such as Key Account Manager, Marketing Strategist, and Market Research Lead. Responsibilities have included managing relationships with large clients, planning marketing strategies, conducting market analysis, and leading innovative projects.

Research focuses on digital transformation, artificial intelligence, and their impact on consumer behavior and business performance. Known for the ability to integrate academic theory with practical applications, contributing to innovation and knowledge development in strategic marketing and business management.

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IROCAMM V9N1 (2026)

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Published

01/31/2026

How to Cite

BRAZA DELGADO, R. (2026). Artificial Intelligence backlit: Intervention across the lifecycle of advertising photography — a bibliometric mapping of flows and actors (2010–2025). IROCAMM - International Review Of Communication And Marketing Mix, 9(1), 15–44. https://doi.org/10.12795/IROCAMM.2026.v09.i01.01

Issue

Vol. 9 No. 1 (2026): Photography and advertising

Section

Monographics

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