Artificial intelligence (AI) has established itself as a fundamental pillar in the transformation of the advertising sector. Currently, AI is revolutionizing the way brands communicate and connect with their audiences, integrating advanced technologies such as machine learning and natural language processing to optimize campaigns, personalize messages, and improve ad management efficiency. Companies are leveraging these tools to automate processes, refine audience segmentation, and maximize the impact of their advertising efforts. Thanks to AI, it is possible to design more relevant campaigns tailored to consumer interests, resulting in greater effectiveness and return on investment. Alberto Barreiro, Director of Creative Transformation at VML The Cocktail, highlights that AI is accelerating the industrialization of creativity, allowing tasks that previously took weeks to be resolved in a matter of hours. According to Barreiro, AI does not replace human talent but amplifies its capabilities, making supervision and creative judgment even more important in the face of the avalanche of proposals generated in a short time. In the production realm, AI has evolved from a tool for automating repetitive tasks to a creative engine capable of generating new aesthetics, dynamic personalization, and adaptive narratives in real-time, maintaining coherence on a large scale. Generative video is another rapidly evolving field. During 2025, this technology reached a point where it is already viable for professional uses, especially in creating packshots, format adaptations, and temporary content. Although it will not completely replace traditional production, its utility in generating variants and localized content is undeniable. However, there has also been a critical reaction to the repetitive and unoriginal content generated by AI, forcing brands to seek greater authenticity and creativity. The influence of AI also extends to purchasing behavior. According to the IAB Spain Ecommerce Study 2025, 13% of buyers already use AI tools to inform themselves before purchasing products, and six out of ten trust AI to make decisions, particularly valuing time savings and ease of price comparison. Barreiro emphasizes that AI-based recommendations are becoming increasingly sophisticated, as current models can remember previous interactions and anticipate unexpressed needs from users, redefining personalization and posing new challenges for brands in managing customer experience. Source: 20minutos.es