In this century, where we are living in the digital age, the new consumer profile differs from the traditional consumer profile in terms of characteristics such as easy access to information, personalised demand and rapid interaction. Indeed, this differentiation has highlighted the necessity for businesses to establish an emotional connection with consumers in order to achieve sustainable success. Artificial intelligence technologies emerge as a critical element precisely at this point. Thanks to its data processing capacity, real-time decision-making, and automation power, artificial intelligence stands out as a new technology that redefines all stages of advertising, from the creation of advertising content to the analysis of consumer behaviour. How artificial intelligence is transforming advertising strategies and the effects of this transformation on the advertising industry are among the topics gaining increasing importance in marketing literature.

This section will address the conceptual and technological structure of artificial intelligence, AI-supported advertising strategies, their benefits, applications and uses, along with their ethical and social impacts.