The emergence of generative artificial intelligence is transforming the landscape of advertising and audiovisual production. Large companies, marketing agencies, and production houses have adopted these tools as a solution to create ads more efficiently and economically, a trend that could redefine creative employment globally. Recently, Coca-Cola sparked controversy with its AI-generated Christmas ad, marking the third consecutive year the brand has turned to synthetic content for its campaigns. Although the company claimed that a hundred people participated in the project, the automation of part of the process drew criticism from the creative community. This is not an isolated case. Companies like Google and McDonald's have also embraced generative AI in their Christmas campaigns. Criticism not only targets the sometimes unconvincing quality of the results but also the fear that this technology will replace creative jobs, leaving millions unemployed. AI is already causing significant disruption in the advertising sector. Since the launch of ChatGPT, the industry has seen a proliferation of tools capable of creating realistic texts, images, videos, and audio with just a few clicks. According to Grand View Research, advertising and media lead the adoption of these technologies, although full integration still faces resistance in some agencies. "AI is our salvation," says Àlex Marull, art director and co-founder of AI::gency, the first Spanish agency specialized in AI. According to Marull, the saturation of content on social media and reduced budgets have diminished creative quality, and AI allows for more and better production, far from being a threat. However, a report by LLYC along with AMKT and the Barcelona Marketing Club indicates that the use of AI in the sector is still individual and poorly coordinated, limiting its impact on business growth. For many creatives, AI represents an opportunity to accelerate and reduce production costs. Jona Jaraba from the production company Karabot highlights that the speed enabled by AI opens the door to ideas previously discarded due to lack of time or resources. Manolo Arroyo, Coca-Cola's marketing director, revealed that the production of their Christmas ad was reduced from nearly a year to just one month thanks to AI. Artificial intelligence is already involved in multiple phases of the advertising process: from summarizing briefings and cloning voices to generating personalized images for previews. Carlos Batlló from Karabot emphasizes that this impresses clients and streamlines work. In the United States, it is estimated that by 2025, 30% of television and social media video ads will be created or modified with generative AI, according to the Interactive Advertising Bureau. In 2024, the figure was 22%, and it is projected to reach 39% in 2026. However, automation also raises concerns. Batlló warns that if large corporations opt for AI to cut costs, companies with tighter budgets will follow suit, jeopardizing creative jobs. A report from Adweek indicates that in the U.S., young professionals in the advertising sector are already being displaced by the adoption of AI. The impact extends to other areas, such as dubbing, where some actors have begun licensing their voices to AI platforms. Jaraba acknowledges the ethical dilemma of integrating AI into their processes, aware that it can affect other professionals. Marull, for his part, believes that resistance to AI is similar to the one generated by Photoshop at its time, and that the key is to adapt and leverage new tools to reinvent the profession. AI::gency, for example, has developed a platform that compensates voice actors each time their cloned voices are used in ads. Despite the millions invested by tech companies to normalize AI, opposition persists, especially among creatives. According to a survey by Attest, 46% of consumers in the U.S., U.K., Canada, and Australia reject the use of AI in advertising. Criticism led McDonald's to withdraw an AI-generated ad in the Netherlands, and some brands have opted to emphasize artisanal methods as a communication strategy. Marull argues that the rejection of AI is decreasing and that the real problem lies in the unethical use or low quality of some generated content. Batlló predicts that as AI becomes established as a cost-cutting tool, manual creative work will be a luxury reserved for those who can afford it.