This study investigates the use of generative artificial intelligence (AI) in communication agencies in Tunisia, analyzing data from five agencies. The findings show that AI is mainly used to inspire content ideas, enhance the quality of images and videos, and assist in scriptwriting. However, it is not fully relied upon for content or logo creation. The study also highlights several opportunities, including time savings, increased productivity, enhanced creativity, error reduction, and improved task efficiency, which allow design teams to focus more on strategic and creative work. Despite these advantages, challenges such as the unreliability of AI tools, data security concerns, high costs, integration difficulties, and the potential for misuse were identified. In conclusion, the study underscores that while AI offers significant benefits, a balanced collaboration between AI and designers is crucial to achieving the best results in communication agencies.