Using artificial intelligence to develop creative advertising concepts for FMCG

Abstract

The article explores approaches to integrating artificial intelligence technologies into the creative processes of creating advertising for fast-moving consumer goods (FMCG). In highly competitive FMCG markets, where consumer attention is often fragmented and product life cycles are extremely short, the ability of brands to generate innovative and contextually resonant advertising concepts has become a strategic necessity. Artificial intelligence is emerging as a transformative tool in this process, enabling the automation of creative development while raising questions about originality, ethics, and the human dimension of creativity. The purpose of the article is to study the theoretical and methodological foundations, identify current practices of artificial intelligence application in creative advertising, and determine future directions for its optimisation in the FMCG segment. Methods: analysis of scientific literature – to determine the current state of research on the issue; generalisation and systematization – to present the research results. Results. The study substantiates the development of advertising technologies and the conceptual role of artificial intelligence in communication strategies. It demonstrates that AI is evolving from an analytical tool into a creative partner capable of supporting idea development, content generation, and brand storytelling. The specifics of the FMCG environment as an innovative field for advertising are considered, emphasising its dependence on data-based personalisation and rapid feedback mechanisms. Various generative AI algorithms used to create slogans, visual elements, and brand identity are analysed, revealing their potential to enhance creative productivity and expand the diversity of advertising campaigns. The experience of leading FMCG corporations such as Coca-Cola, Unilever, and Nestlé is examined, illustrating the successful integration of artificial intelligence systems into the development of adaptive, emotionally driven, and consumer-oriented advertising. Conclusions. The use of artificial intelligence in forming creative advertising concepts for FMCG brands represents a paradigm shift in marketing communications. Artificial intelligence technologies expand the boundaries of creativity, enabling the creation of more flexible and emotionally intelligent campaigns; however, their optimisation requires responsible use, cultural sensitivity, and ethical regulation.