Evolution and Prospects of Artificial Intelligence Application in Advertising and Public Rela-tions

Abstract

The purpose of this article is to provide a comprehensive analysis of the evolution, current state, and prospects of artificial intelligence (AI) application in advertising and public relations, as well as to evaluate its impact on the industry’s transformation through an examination of key application areas, ethical challenges, and technological trends.

The research methodology. The study employs a comprehensive approach that integrates an analysis of historical data on the development of AI from mid-20th-century concepts to contemporary systems, a review of current sources and practical examples of AI utilization by leading companies, and an assessment of ethical and social implications based on scientific publications and open data.

Results. The article investigates the evolution, current state, and future prospects of AI in advertising and public relations. It traces the historical development of AI from mid-20th-century concepts to modern sophisticated systems and analyzes four key areas of effective AI technology application in the contemporary advertising industry: targeting and consumer behavior prediction, content creation, customer interaction, and optimization with analytics. Through specific examples from leading companies (Meta, Lexus, Coca-Cola, JP Morgan Chase, Netflix), the practical use of AI tools to enhance the effectiveness of advertising campaigns is demonstrated. Particular attention is given to the ethical aspects and challenges associated with AI implementation, including data privacy concerns, algorithmic bias, and the «black box» problem. The article outlines prospects for the further development of AI in the advertising sector, emphasizing the importance of maintaining a balance between technological innovation and the human factor to maximize the effectiveness of marketing communications.

Novelty. The study systematizes the stages of AI evolution in the advertising industry, identifies four key areas of its contemporary application, and offers recommendations for the responsible adoption of these technologies, ethical and social challenges.

Practical significance. The research highlights practical examples of AI utilization by leading companies, enabling marketers to adapt these approaches to improve campaign efficiency, reduce costs, and enhance audience engagement. It also defines strategies for AI integration that preserve human creativity while addressing ethical concerns such as data protection and algorithmic transparency.

Key words: artificial intelligence, advertising, public relations, targeting, personalization, generative AI, AI ethics, advertising automation.