AI versus Human Advertising: Interview Analysis in Romania

Andra DĂNESCU

doi:10.2478/picbe-2026-0266

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AI versus Human Advertising: Interview Analysis in Romania

Proceedings of the International Conference on Business Excellence

Volume 20 (2026): Issue 1 (July 2026)

By: Andra DĂNESCU

Open Access

|Jul 2026

Abstract

The rise of generative artificial intelligence (AI) in advertising has brought key questions regarding brand image, emotional engagement and ethics. The purpose of this paper is to investigate marketing professionals’ perceptions regarding AI-generated marketing content (RGMC) in the Romanian context. With a qualitative approach, in-depth interviews were conducted to two senior marketing experts specialized in brand management and online marketing. The results indicate that rather than as a replacement for human creativity or strategic judgment, AI is seen as an augmentative tool to improve efficiency and scalability. Although AI-generated content can drive consumer engagement, its impact is mostly contingent on human control as well as brand maturity and audience nature. Ethics, transparency and AI disclosure, also represent interesting, investigated topics, in relation to trust and brand perception. Taken together, the study demonstrates the need of a blend model in which AI-powered efficiency meets human creativity and moral responsibility in advertising industry today.

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Articles in this issue

DOI: https://doi.org/10.2478/picbe-2026-0266 | Journal eISSN: 2558-9652

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Language: English

Page range: 3575 - 3588

Published on: Jul 23, 2026

Published by: Bucharest University of Economic Studies

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

AI-advertising,

brand image,

AI ethical guidelines,

AI-generated content,

emotion generation,

AI marketing bias

Related subjects:

Business and economics,

Political economics,

Political economics, other,

Business management,

Business management, other,

Industrial chemistry,

Energy harvesting and conversion

© 2026 Andra DĂNESCU, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 20 (2026): Issue 1 (July 2026)