AI TRENDS IN MODERN ADVERTISING : FROM TECHNOLOGY TO A TOOL OF SOCIO-CULTURAL INFLUENCE

Abstract

The purpose of the article is to investigate current trends in the use of AI in the advertising sector as a technological tool that transforms the socio-cultural landscape of communications.
The research methodology is built on the intersection of socio-cultural activity management, digital marketing and visual culture research. A set of general scientific and interdisciplinary research methods was used, in particular: a systems approach – to analyze AI as a multi-level phenomenon that affects the technological, social and cultural aspects of advertising; cultural and semiotic analysis – to interpret meanings, images and value orientations that are transmitted through AI advertising.
Scientific novelty. AI is studied as a socio-cultural agent that not only performs technical tasks, but also influences the formation and transmission of values, norms and cultural codes through advertising.
Practical application of the research results. Thanks to hyper-personalization, generative content, interactive avatars and voice agents, advertising begins to influence not only behavior, but also ideas about identity, norm, beauty, style and even moral values. The demand for a responsible approach to AI as an element of cultural policy becomes key. AI advertising is able to produce new narratives, transforming the symbolic capital of brands and forming new cultural codes, which requires a new cultural competence from the SKD manager.