Reshaping and Revolutionising Egyptian Advertising:  The Adoption or Rejection of Using Artificial Intelligence (AI) in Advertising Work

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Lecturer, Faculty of Communication and Mass Media, The British University in Egypt (BUE)

Abstract

The COVID-19 pandemic triggered the adoption of Artificial Intelligence (AI) for remote work, which in turn revolutionised the way industries operate. AI with its innumerable tools and applications metamorphosed conventional advertising into a new era of advanced targeting, ad personalisation, optimisation, and content creation. This enabled advertising agencies to execute more advertising campaigns with less cost, time, and effort, therefore enhancing efficiency and producing better results. Accordingly, this study examines Egyptian advertising practitioners’ AI adoption and usage. It also analyses statistical correlations and differences using four independent variables, namely gender, age groups, the type of advertising agency, and the number of years of work experience in advertising. In tandem, the researcher conducted structured interviews with top management and founders of advertising agencies to gain qualitative data. Findings revealed statistical correlations and differences between the independent variables and the constructs. Additionally, there were more similarities than differences between the survey and interview results.

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