FEATURES OF USING THE MATERIALS CREATED BY GENERATIVE MODELS FOR ADVERTISING IN UKRAINE AND WORLDWIDE

Abstract

The article provides a comprehensive analysis of the use of generative artificial intelligence (hereinafter – AI) in the creation of visual advertising content and its impact on contemporary marketing practices in Ukraine and abroad. It is demonstrated that the integration of AI-generated photo and video materials transforms not only the set of advertising tools but also the very logic of organizing the advertising process, reshaping the balance between creative, managerial, and technological components. Generative models form a new type of creative environment in which content production becomes fast, flexible, and data-driven, allowing for scalability without a proportional increase in the costs. The study systematizes the key areas of application of generative AI in advertising, including the personalization of visual messages, production optimization, the development of dynamic formats, and the use of data-driven storytelling. At the same time, it is identified that technological advantages are accompanied by a number of risks related to the standardization of creative solutions, dependence on the quality of input data and on external technological infrastructure, the weakening of brand distinctiveness, and an increased likelihood of ethical and legal violations. It is argued that in the absence of adequate managerial control, generative content may lose strategic alignment with brand positioning and the long-term objectives of the enterprise. Special attention is paid to the Ukrainian context, which is characterized by the combination of rapid adoption of AI solutions with human resource, institutional, and regulatory constraints intensified by wartime conditions. It is shown that under these circumstances generative artificial intelligence performs a dual role: on the one hand, it acts as a tool for improving the effectiveness of marketing communications; on the other hand, it requires clearly defined frameworks for responsible use. The article concludes that generative AI should be viewed as a driver of structural change in the advertising industry, the effectiveness of which depends on its integration into marketing management systems, the quality of managerial decision-making, compliance with ethical principles and legal requirements, and the ability of brands to maintain their distinct character.