Utilization of AI in Developing Promotional Media as A Strategy to Enhance Creativity in The Creative Economy Sector

Abstract

Artificial Intelligence (AI) has revolutionized how businesses create effective and engaging promotional media. This study focuses on the role of AI in developing animation-based promotional media to support digital marketing strategies. The primary objective is to explore how AI can enhance production efficiency, audience engagement, and brand image through innovative promotional content. The research employs a combination of literature review and experimentation using AI tools such as Runway ML and Leonardo AI to produce promotional animations. Testing was conducted to evaluate the visual quality, message relevance, and audience response to the AI-generated promotional media. The findings reveal that AI enables faster and more cost-efficient animation production without compromising quality. AI-driven promotional media were proven to capture audience attention more effectively through personalized approaches that address specific needs and preferences. However, challenges persist, including limited access to advanced AI technologies, the need for technical expertise, and ethical concerns related to content ownership and transparency. Despite these challenges, AI’s potential as a creative tool in the promotional industry remains significant, especially amid increasing competition in the digital landscape. This study provides practical insights for business practitioners to strategically leverage AI in creating innovative, effective, and relevant promotional media to boost their competitiveness in the global market.