The retail advertising sector is undergoing a significant transformation driven by advancements in technology, particularly Generative Artificial Intelligence (AI). Generative AI refers to a class of artificial intelligence systems capable of producing original content, including text, images, videos, and designs, by learning patterns from existing data. This emerging technology is reshaping the way organizations conceptualize and implement creative strategies in advertising. Retailers are increasingly adopting generative AI tools to enhance the effectiveness and efficiency of their marketing efforts. These tools enable the development of highly personalized and visually appealing advertisements that align closely with consumer preferences and behavior. As a result, businesses can deliver more engaging and relevant content, thereby strengthening customer relationships and improving brand positioning in a competitive marketplace. This research aims to examine the influence of generative AI on creative strategy within the retail advertising sector. It seeks to analyze how AI-driven innovations are supporting creativity, streamlining content production, and enabling data-driven decision-making. Furthermore, the study explores the opportunities and challenges associated with the integration of generative AI, providing insights into its potential to redefine the future of retail advertising.
Dr.S.Kalpana et al. (Thu,) studied this question.