Generative AI is no longer just a back-end production tool. It’s starting to play in the creative space itself. Tools like ChatGPT and Midjourney are being used for brainstorming, writing, image generation, and even early-stage concept development.

This opens up real opportunities: faster ideation, lower production costs, and new ways of experimenting. But it also introduces real challenges. Outputs can feel generic without human input. Copyright ownership and bias remain unresolved. And using client information in AI prompts raises confidentiality risks.

This research maps out both the promise and the pitfalls of AI in advertising. It also offers practical steps for agencies and practitioners, including:

• Treating AI as a collaborator rather than a replacement.

• Developing prompt literacy to get better results.

• Protecting privacy and navigating copyright carefully.

• Using human oversight to refine, contextualize, and add originality.

The conclusion: Generative AI won’t replace creative roles, but it will reshape them. Success depends on more than technical adoption. It requires cultural adaptation, ethical awareness, and a willingness to integrate AI into the creative process without losing what makes human creativity valuable.