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Pérez Jiménez, Meyling Scarleth (2025) Exploring the Role of Artificial Intelligence in Marketing and Advertising Agencies: Challenges, Benefits and Strategic Responses. Masters thesis, Dublin, National College of Ireland.
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Abstract
Artificial intelligence (AI) is reshaping the marketing and advertising industry on a global scale, it is changing everything about creativity, data analysis, and how to optimize campaigns. While the global trends in adoption are well understood, there has been little research to date that explores how these developments are playing out within Ireland. To do so, this study assesses the presence of AI in Irish marketing and advertising agencies, the organisational and cultural forces influencing its adoption and ethical considerations for it.
Building on the Technology-Organisation-Environment (TOE) framework, this research is qualitative and mono-method. Six semi-structured interviews with professionals who are in creative or digital field leadership roles within Dublin based agencies were conducted. Thematic analysis was applied to identify similarities and differences in adoption approaches, leadership influence, adoption strategies, client and competitor pressures, and governance practices.
The results show that although AI is widely used, its strategic approaches vary significantly between agencies. The leadership vision, organizational culture and market dynamics are key enablers whereas the skills gaps, ethical considerations and governance requirements remain challenges. The study contributes to academic understanding by providing a national market AI adoption context and provides agencies with useful advice on how to successfully integrate AI while striking a balance between innovation, compliance, and long-term strategic objectives.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email Hurley, David UNSPECIFIED |
| Subjects: | H Social Sciences > HF Commerce > Marketing > Advertising Q Science > QH Natural history > QH301 Biology > Methods of research. Technique. Experimental biology > Data processing. Bioinformatics > Artificial intelligence Q Science > Q Science (General) > Self-organizing systems. Conscious automata > Artificial intelligence H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Feb 2026 12:08 |
| Last Modified: | 14 Feb 2026 12:08 |
| URI: | https://norma.ncirl.ie/id/eprint/9146 |
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