An analysis of the articles published in the Web of Science between 1986 and 2023 is presented, seeking to serve researchers and professionals. The research design included a bibliometric analysis based on bibliographic coupling, a process complemented by thematic analysis to rethink the challenges and future of advertising research in an era emphasised by the rise of the creative industry, from politics to business, industry, services, education and culture. The study of the 235 identified articles, divided into seven distinct clusters, allowed us to identify areas, researchers and institutions that have generated more research and the themes most pursued by researchers. The results of the seven clusters identified show that it may be pertinent to investigate creativity in advertising through a new extension to the 3Ps framework. A new study perspective is proposed: artificial intelligence, due to its current preponderance and how it can condition and simultaneously be part of the solution to current social challenges.