BELKACEM, Aymen ChemseddineMESSAOUDI, Naima ( Directeur de thèse )2025-10-082025-10-082024-06https://dspace.hec.dz/handle/123456789/1374ith the increasing integration of artificial intelligence (AI) in various sectors, companies must strategically leverage AI to enhance their digital communication practices. This dissertation explores the extent to which AI can be integrated into digital communication strategies, focusing on its potential to improve operational efficiency, and strategic adaptability. The study examines the challenges and opportunities associated with AI adoption, particularly in the context of Third Advertising and the Algerian market. This Master’s dissertation is divided into three chapters. The first chapter delves into the theoretical foundations of digital communication and the constructs of AI. The second chapter provides an overview of AI technologies and their applications in digital marketing. The final chapter presents a case study on the implementation of AI in campaign creation for Third Advertising’s client, highlighting the challenges and opportunities within the Algerian marketfrArtificial intelligenceDigital communicationAI integrationThird AdvertisingAlgerian marketOperational efficiencyStrategic adaptabilityCampaign creationChallengesOpportunitiesThesis