Inteligência artificial generativa na publicidade: o impacto das imagens publicitárias geradas por IA e o papel da criatividade humana

Abstract

This work examines the impact of advertising images generated by Artificial Intelligence (AI) on the advertising industry, focusing on the transformations driven by generative AI and the creative implications emerging within the field. The research, based on the theoretical perspectives of Gilles Deleuze, Vilém Flusser, and Georges Didi-Huberman regarding technoculture, contextualizes Artificial Intelligence and Generative AI through the works of authors such as Martha Gabriel, Mustafa Suleyman, and Timothy Morton. The first chapter introduces aspects of AI, including its levels, the emergence of Generative AI, its capacity to create advertising images, and its applications in the communication market. The second chapter, informed by the reflections of Roberto Menna Barreto and Francesc Petit, elucidates concepts of advertising imagery and creativity, emphasizing the importance of the human essence in this market. The third chapter focuses on a case study of the "WoMen’s Football" campaign, which employs deepfakes to promote women’s football, exploring the role of human creativity as a critical factor for the emotional and authentic success of the campaign. It also raises questions and provides a critical analysis of generative AI in conjunction with the creative process. The methodology involves a bibliographic review and a case study to conceptualize and understand the practical application of AI concepts in the advertising industry. The study concludes that, while generative AI contributes efficiency and innovation, it cannot replace human creativity, which remains essential for authenticity, impactful messaging, and successful campaigns, offering insights into the use of these technologies