Suplementary material for research: The impact of AI on the advertising industry in Spain: uncertainty and threats according to professionals in the sector

This study aims to analyse the perceptions of professionals in the field of marketing and advertising regarding the risks and threats associated with the growing use of artificial intelligence (AI) in the sector. Through a survey with a sample of 373 marketing, advertising, and branded content professionals in Spain, the concerns of participants were uncovered regarding the quality of AI-generated content, the potential loss of creativity and originality, the impact on job security, and the need for human oversight. While the participants appreciate the operational utility of AI, they also warn of its ethical, expressive, and strategic limitations. The findings reveal a perspective that is critical, although not technophobic, which calls for regulatory frameworks, specialised training, and responsible use. In regards to the practical implications, this study highlights the tension that accompanies automation in the creative field and underscores the importance of ethical, balanced, and human-focused use of such technology, which is the prerequisite for a responsible transition toward the use of AI in the advertising industry. Given the context, it is imperative to understand how the transformation of the industry due to the introduction of these technologies is interpreted by the professionals who experience them firsthand. This study is one of the first to evaluate the level of acceptance of AI tools among professionals in the advertising industry in Spain. <br>