Castro, JoãoHanf, Lukas Carl2025-03-192025-03-192024-06-262023-12-20http://hdl.handle.net/10362/180899This 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.engAiGenerative aiAdvertisingAgencyCommunicationBusiness modelInnovationDisruptionmaster thesis203864611