AI-Driven Creativity: Revolutionizing Emotional and Rational Advertising from Script to Final Spot

Authors

  • Roland Impuscatu Faculty of Journalism and Communication Sciences, Romania

DOI:

https://doi.org/10.54820/entrenova-2025-0046

Keywords:

Artificial intelligence, AI Copilot , advertising creativity, artificial creativity

Abstract

Artificial intelligence (AI) has rapidly expanded from automating routine tasks to reshaping creative industries, particularly advertising. With tools like ChatGPT, Midjourney, Runway, and ElevenLabs, AI now enables fast, cost-effective production of high-quality advertising content. This study presents a practical method for developing an entire ad spot using only AI, from scripting to final video, highlighting strategies in prompt and emotional engineering. It also explores AI’s ability to generate both emotional (transformational) and rational (informational) content. Beyond technical execution, the research reflects on the implications of AI-driven creativity for marketing, branding, and consumer engagement in today’s digital landscape.

Author Biography

  • Roland Impuscatu, Faculty of Journalism and Communication Sciences, Romania

    Roland-Mihai Impușcatu is a PhD candidate in Communication Sciences since 2022 (Faculty of Journalism and Communication Studies, University of Bucharest). He currently teaches Introduction to Advertising, Introduction to Public Relations, Digital Promotion, Advertising Clips, Online Advertising, and Introduction to Online Communication and Digital Transformation at the University of Bucharest. He is a specialist in advertising, digital marketing, and digital communication, with professional experience at BBDO, HaHaHa Production, and currently at Publicis. He holds a BA in Advertising and an MA in Advertising from the University of Bucharest. His research interests include communication studies, digital advertising, and artificial intelligence. The author can be contacted at: roland.impuscatu@fjsc.ro

Downloads

Published

2026-02-21

Issue

Vol. 11 No. 1 (2025)

Section

Business Administration & Business Economics, Marketing, Accounting

License

Copyright (c) 2025 Roland Impuscatu

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

How to Cite

AI-Driven Creativity: Revolutionizing Emotional and Rational Advertising from Script to Final Spot. (2026). ENTRENOVA - ENTerprise REsearch InNOVAtion Journal, 11(1). https://doi.org/10.54820/entrenova-2025-0046