THE INTEGRATION OF ARTIFICIAL INTELLIGENCE IN MODERN ADVERTISING CAMPAIGNS

Artificial intelligence (AI), often described as the simulation of human intelligence by machines, has become a transformative force in modern advertising. This study examines the integration and effects of AI within advertising practices, focusing on its ability to automate data analysis, deliver personalized marketing, and enhance consumer engagement. Anchored on the Technological Determinism theory, the research relies on secondary data to highlight the potential and implications of AI tools such as predictive analytics, chatbots, and virtual assistants. Findings reveal that while AI enables advertisers to tailor content, predict consumer behavior, and optimize targeting with remarkable precision, consumer awareness of its applications remains limited and fragmented. Furthermore, the study acknowledges the tension between personalization and privacy concerns, noting that although AI-driven strategies significantly enhance advertising efficiency, they also raise questions about data security and ethical use. Overall, the research demonstrates that AI is a key driver of innovation and change in the advertising industry, influencing both consumer behavior and organizational practices. As AI technologies continue to evolve, their impact on advertising is expected to deepen, positioning AI as a critical determinant of advertising strategies in the digital age