Utilization of AI in the production and design of digital storytelling into interactive Ads | ||
| المجلة العلمية لبحوث العلاقات العامة و الإعلان | ||
| Article 13, Volume 2025, Issue 33, July 2025, Pages 39-86 PDF (1.21 M) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjocs.2025.446151 | ||
| Author | ||
| Saeed Abd El-Monem El-Desoqy Mahmoud | ||
| Lecturer of Public Relations and Advertising at The High Institute of Mass Communication and Communication Techniques 6th of October. | ||
| Abstract | ||
| This paper examines the application of AI techniques in the production and design of digital storytelling (DST) into interactive advertisements (Ads) and analyzes their impact on consumer-purchasing decisions. The study aimed to examine the effect of AI on consumer privacy and the advantages of CRM through DST, also to identify the challenges associated with the use of AI in generating narrative content for DST in interactive Ads and to propose a vision for the future role of writers in the advertising industry in the context of AI advancements. This study utilizes a qualitative methodology and employs In-depth interviews to gather data from experts and specialists in AI, public relations, and digital marketing. The study uses a purposive sample of (30) respondents, and applies “Morphological Analysis” for data analysis. The study concluded that AI algorithms assist Public Relations (PR) in generating innovative ideas for DST content by providing interactive and engaging content that promotes user interaction with the brand at reduced costs. Analyzing user behavior allows for customizing content and interactive elements to address individual needs. DST content is produced through (NLP) techniques, resulting in engaging texts, images, or videos that correspond with the objectives of the advertising message. AI consistently monitors and analyzes advertising performance, offering insights for enhancing future campaigns in a strategic and integrated manner with human elements. The study also identified that the application of “Narrative Paradigm Theory” in developing DST into interactive Ads in marketing encompasses the following elements: “Main Character, Beginning, Middle and End, Conflict and Resolution, Using of images and Videos, Strong Plot, Emotions, Repetition, Authenticity and Credibility and Audience Involvement”. Experts and specialists in AI, PR, and digital marketing forecast the future of writers in the advertising industry, with (93%) predicting an optimistic scenario, (5%) a neutral scenario, and (2%) a pessimistic scenario. The study recommended that: specialized training should be provided for professionals in advertising, PR, and digital marketing to enable effective use of AI techniques. Additionally, companies must implement clear policies that protect consumer privacy and uphold individuals’ rights to manage their personal data. | ||
| Keywords | ||
| Digital storytelling (DST); Artificial Intelligence (AI); Interactive advertisements (Ads); Digital Marketing; Consumer Relationships Management (CRM) | ||
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