Decoding Digital Creativity: A Multimodal Discourse Analysis of AI-Generated Advertisements

Abstract

The age-old tedious ad creation is replaced with the seizing attention of AI-data-driven advertisements for propelling brands forward. Cutting-edge technology, compelling craft and making the advertisements visually stunning are the main tailoring factors in maintaining the uniqueness of a brand. The insights of AI-driven technologies optimise the performance level of ads ensuring a higher rate of Return on investment. The Multimodal Discourse Analysis method is used in analysing qualitative content along with text, images, and multimodal elements. Examining the language and multimodal elements to create meaning and construct social reality. Investigating the interconnection between various communication modes, this analysis serves as the understanding behind the creation of various contexts. JACQUEMUS with Nike Concept is one of the most outstanding designs of the AI-produced ad, Starbucks’s implementation of the Deep Brew, Nutella’s creation of unique product levels, McDonald’s usage of advertising through IBM Watson, and Cosabella’s marketing transformation through the process of AI are important. Coca-Cola's concept of creating real magic with AI, Amazon's personalised Amazon web series, BMW’s advertising campaign with AI, Farfetch’s use of AI in open marketing, Netflix’s hyper-personalised recommendation for an audience with AI, and Ben and Jerry’s ice cream for breakfast are the most prominent examples of AI-generated advertisements.