Garley, IkeStanic, Ivana2023-12-222023-12-222018https://irf.fhnw.ch/handle/11654/40251AI in the advertising industry is currently still in a phase of exploration, where possibilities and limitations are just being examined. But the advertising agencies are in disagreement whether to anticipate the tremendous potential of AI with fear or joy. Therefore, this empirical study defines the status of the AI usage of Swiss advertising agencies and the impact that AI will have on them. Additionally, it identifies the improvements through AI and provides a recommendation for Swiss advertisers on how to prepare for the advances of AI.en330 - Wirtschaft11 - Studentische Arbeit