Castro, JoãoWidmayer, Julius Sebastian Carl2024-11-062024-11-062024-01-222023-12-15http://hdl.handle.net/10362/174703This work dives into the impact of artificial intelligence on the strategic frameworks of advertising firms, with a spotlight on the innovative campaigns from M&C Saatchi and Blitzworks. It ventures into the transformative potential of GenAI, underscoring its capacity to refine marketing through personalization and streamlined operations. While recognizing the nascent state of AI applications, the research discusses continuous technological and ethical progression. The findings suggest that AI acts as a competent sparring partner to humans in advertising, recommending that agencies adopt AI to enhance the creative process.engAiGenerative aiAdvertisingAgencyCommunicationBusiness modelInnovationDisruptionmaster thesis203601645