AUDIENCE PERCEPTION OF THE USE OF ARTIFICIAL INTELLIGENCE IN PLANNING, CREATING AND DISSEMINATING ADVERTISEMENTS

The study examined the topic “Audience Perception of the Use of Artificial Intelligence in Planning, Creating, and Disseminating Advertisements.” The objectives of the study were to examine the level of audience awareness of AI use in advertising, ascertain the impact of AI in advertising processes, and identify the challenges encountered in its adoption. The study was anchored on Mediamorphosis Theory and Technological Determinism Theory. A survey research design was employed, using a questionnaire to collect responses from a sample size of 302 participants. Findings revealed that the audience demonstrated a high level of awareness regarding the use of artificial intelligence in the advertising process. The study further showed that although AI has made a significant positive impact on advertising, there is a need to improve AI tools so that AI-assisted advertisements are more accurate, engaging, and less robotic. Additionally, concerns were raised about excessive consumer manipulation, lack of human creativity, as well as privacy and data security issues. Based on these findings, the study recommended that advertisers should integrate human creativity with AI capabilities to produce advertisements that are emotionally engaging, contextually relevant, and authentic. Furthermore, clear guidelines should be established to protect consumer data used in AI-driven advertising, with advertisers and technology developers ensuring transparency in how such data is collected, stored, and utilized to foster consumer trust and uphold ethical standards. Finally, the study recommended the development of industry-wide regulations and ethical frameworks to prevent the misuse of AI in manipulating consumer behaviour. Advertisers should adopt responsible AI policies that prioritize user consent, fairness, and respect for consumer autonomy