Adopting AI-Generated Videos in Advertising
Insights from Tunisian Agencies
Bibliographic Data
| ID | 21737460 |
|---|---|
| Authors | Abir Zouari (0000-0002-1205-890X, University of Gabes, corresponding author), Samia Dalhoum (0009-0002-5682-3527, University of Sfax), Imen Charfi Ben Hmida (0009-0009-3457-0021, University of Sfax) |
| Year | 2025 |
| Pages | 1-27 |
| Publication date | 2025-12-29 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/15228916.2025.2610568 |
| OpenAlex | W7117448459 |
| Language | EN |
| References cited | 46 |
In the contemporary era of digital transformation, artificial intelligence has become a significant driver in the evolution of advertising practices. AI-Generated video content, in particular, has emerged as an innovative tool, enabling organizations to enhance customer satisfaction and engagement. This study aims to explore the opportunities and challenges associated with AI-generated video technologies, providing a comprehensive analysis of their potential to reshape the advertising context. A qualitative study was conducted through twelve interviews with managers from Tunisian advertising agencies, employing the Unified Theory of Acceptance and Use of Technology framework 2. The results highlight three key opportunities: enhancing video quality, personalizing content, and optimizing production processes. Conversely, the study identifies four significant challenges: maintaining brand consistency, addressing technical issues, navigating ethical and legal concerns, and managing social pressures. This insight can help advertisers make informed decisions regarding the adoption of AI-generated videos and contribute to shaping industry practices
Data collection · AI in Service Interactions · Artificial Intelligence in Healthcare and Education · Ethics and Social Impacts of AI
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| Citation velocity | historical |
|---|---|
| Highly cited | No |