The effectiveness of artificial intelligence in enhancing the design of digital advertising campaigns for environmental awareness

Artificial intelligence (AI) is considered one of the unprecedented technological breakthroughs the world is currently witnessing, with its techniques strongly dominating all fields. There are serious efforts to integrate it across various sectors and leverage its advanced capabilities, which simulate the human mind in performing different tasks with high efficiency. One of the fields where the potential of AI is clearly demonstrated is advertising. Through its ability to analyze big data, make predictions, and generate images, videos, and content, AI technologies have begun to spread rapidly, with designers striving to harness them in different forms of advertisement design.

However, utilizing AI in planning and designing advertising campaigns still requires more research to determine its capabilities in this area. Therefore, this study discusses the effectiveness of AI in enhancing the design of digital advertising campaigns, specifically digital campaigns for environmental awareness.

The research problem centers around identifying the role that AI can play in designing digital advertising campaigns in a way that enhances design, enriches the visual content, message, and substance of the campaign, and raises awareness of environmental issues.

The aim of the research is to clarify the importance of utilizing AI and its potential in designing and crafting digital advertising campaigns, especially those focused on environmental awareness—and to identify the design needs of such campaigns that AI technologies can contribute to developing and improving.

One of the key findings of the research is that the success of employing predictive and generative AI in designing digital advertising campaigns depends on the integration of creative skills, visual thinking skills of designers, and AI technologies together and in parallel to achieve the best results. The effectiveness of visual outputs generated by AI also relies on the design team's familiarity with different AI capabilities, selecting the most suitable tools, coordinating between multiple technologies during use, and mastering prompt engineering (how to communicate with AI tools) to obtain the best possible visual solutions.

The study recommends the necessity of combining human creative abilities with AI capabilities to achieve optimal results and visual solutions, as well as employing AI for future predictions of environmental issues to produce innovative awareness experiences and proactively address and raise awareness about them—thus contributing to achieving environmental sustainability