Research on the Impact of Artificial Intelligence Applications on the Workflow of Advertising Agencies

At present, AI has gradually penetrated various industries, but there is little application in the advertising industry. This study aims to understand how the introduction of AI will affect advertising agencies' workflows and develop strategies for practical AI applications. Before this, much research has also discussed the impact of AI on marketing, but rarely from the perspective of the workflow of advertising agencies. This study analyzes the advertising agencies' workflows and how they will change after the introduction of AI by using a literature review approach. A review and summary of many current studies culminates in the impact of AI on workflows and recommended strategies. The results show that AI affects workflows in four areas: market research, creative attributes, creative production, and intelligent advertising. The study recommends that advertising agencies prioritize experimenting with AI in both market research and the discovery of creative attributes.