Karakulle İ., Polat H., Wara Y. A.
APOSTA : REVISTA DE CIENCIAS SOCIALES, vol.24, no.115, pp.1-28, 2026 (ESCI)
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Publication Type:
Article / Article
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Volume:
24
Issue:
115
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Publication Date:
2026
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Doi Number:
10.23900/ra.v24i115.1141
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Journal Name:
APOSTA : REVISTA DE CIENCIAS SOCIALES
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Journal Indexes:
Emerging Sources Citation Index (ESCI), Fuente Academica Plus, Psicodoc, Directory of Open Access Journals, DIALNET
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Page Numbers:
pp.1-28
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Middle East Technical University Affiliated:
Yes
Abstract
The research examines the influence of AI-based content generation on the advertising profession from the perspective of Turkish experts. Utilizing thematic analysis, it focused on the significant contributions of AI-driven content to the development of advertising industry. Data were collected through face-to-face, semi-structured interviews with 11 Turkish advertising professionals. The data were systematically synthesized with pertinent literature to reinforce the study's aims. A thematic analysis was conducted in MAXQDA 26™ to categorize and explain the data systematically. The findings of the interview reveal that despite the numerous benefits of AI-driven content for the advertising profession, it has posed specific challenges for the contemporary advertising industry. While the majority of respondents perceive AI as a beneficial transformative agent, a minority articulate concerns over its limitations. This paper contributes to the field by addressing how advertising professionals employ "creativity" as a distinguishing criterion to differentiate themselves from AI and to uphold their professional authority. It also contributes to the current debate on the impact of AI-driven content in the advertising profession from the perspectives of experts in a non-Western country. The analysis shows that AI-supported advertising content adds value when utilized wisely, thus industry stakeholders should keep learning and using AI strategically.