A Strategic Analysis of the Use of Generative AI in the Advertising Photography Industry

In recent years, generative artificial intelligence has created high-resolution images from simple text prompts, bringing fundamental changes to traditional advertising photography.This study examined the possibilities and constraints of production-type AI in advertising photography from a practical perspective and suggested strategic responses through in-depth interviews with 10 professionals.Based on the derived statements, a SWOT analysis was conducted, and a TOWS strategy matrix was developed to reflect the interaction of each factor.The analysis showed that production AI offers advantages such as faster storyboard production, greater flexibility in visual experimentation, and reduced costs.However, limitations were also confirmed, including lack of authenticity, restricted emotional delivery, and difficulty maintaining brand consistency.Copyright and ethical responsibility issues were further identified as significant risk factors in commercial use, along with concerns about threats to the expertise of advertising photographers.Therefore, the adoption of generative AI in advertising photography requires a strategic approach that integrates ethical judgment, brand identity, and emotional delivery, rather than focusing solely on efficiency.