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Advertising agencies and their clients in the age of generative artificial intelligence - the case of Persado
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This thesis investigates the role of Generative Artificial Intelligence in advertising, focusing on
its transformative effect on business models within Advertising Agencies. Through comparative
case studies of Persado and Supernatural, the research evaluates hypotheses related to adopting
GenAI, revealing its multifaceted potential to drive productivity, promote a shift towards
technological proficiency, and redefine product offerings. The study contributes to the discourse
on AI's role in business, emphasizing the need for adaptability and innovation, providing a
strategic perspective for agency leaders, and a practical "Best Practice Guide" in the age of AI.
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Ai Generative ai Advertising Agency Communication Business model Innovation Disruption