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The future of advertising in Greece through artificial intelligence
(2025-10-06) Tsekoura, Vasiliki-Zoi; Τσεκούρα, Βασιλική-Ζωή; Saridakis, Charalampos (Babis); Tsafarakis, Stelios; Baltas, George
Technological advances due to technological developments have led to a change in the landscape of advertising. Businesses have changed the way they interact with customers over the last ten years and artificial intelligence (AI) is now a major factor in this change. AI is not just a futuristic idea, it is a tool that is already influencing marketing tactics worldwide, impacting both advertising in the country and companies as well as customer experiences increasingly. By examining user behavior preferences and demographics to provide customized content AI enables hyper-personalization. In Greece where small and medium size enterprises make up more than 90% of businesses, AI makes targeted marketing more affordable. Advertisers can anticipate customer needs and improve campaign strategies in real time with the aid of tools like machine learning algorithms and predictive analytics (Chrysomallidis & Chrysos, 2025). Customer service and brand interaction are also being revolutionized by AI-powered chatbots and voice assistants. These tools offer consistent user experiences around-the-clock while also gathering useful data on consumer behavior. To improve customer retention and conversion rates industries like tourism e-commerce and finance are already using these tools in the Greek market (Avezov, 2025). In order to ensure transparent AI practices and data security advertisers must strike a balance between personalization and privacy. These tools when paired with AI-driven analytics have the potential to transform digital storytelling and create stronger emotional bonds with customers (Avezov, 2025).With an emphasis on its uses benefits and drawbacks this dissertation seeks to present a thorough examination of artificial intelligences place in the Greek advertising industry. The research specifically aims to: examine how AI is currently being adopted in the Greek advertising sector, determine how well-informed and knowledgeable Greek advertising professionals are about AI technologies, the Future of Advertising in Greece through Artificial Intelligence, examine the advantages of AI-powered marketing tactics such as increased efficiency automation and personalization, determine the main impediments to the adoption of AI including limitations in terms of money ethics and regulations, examine upcoming developments and the possible advancements of AI in Greek advertising. By tackling these goals this study hopes to offer insightful information to marketers advertisers and company executives navigating the industry's digital transformation.