This study analyzes perceptions of artificial intelligence, expressed in the use of machine learning, in audiovisual production in Peru, in relation to advertising within the sociocultural context. In this sense, the objective is to understand the use of machine learning in the different phases of advertising content creation. The research methodology follows a qualitative approach, using interview techniques and content analysis to analyze the opinions of experts in the commercial sector and advertising messages. The results reveal that, in both techniques, the use of machine learning drives innovative trends in audiovisual advertising production, as well as challenges when adapting advances to the multicultural environment of Peruvian advertising. The conclusions emphasize that this tool is becoming key in the creation and dissemination of content, transforming the role of advertisers and shaping audience preferences with more interactive and personalized experiences. This research contributes to the international debate on advertising creativity, demonstrating how machine learning in non-technological contexts can strengthen audiovisual narrative when integrated in an ethical and culturally contextualized manner.