Artemisia alba Turra is an essential oil-bearing shrub, with a Euro-Mediterranean distribution widespread in the south-eastern parts of Europe. Phytochemical investigations have evidenced the presence of volatile mono- and sesquiterpene derivatives, as well as non-volatile sesquiterpenoids, flavonoids and phenolic acids contributing to the anti-inflammatory, antimicrobial, antioxidant and pro-apoptotic activity of different preparations, obtained from the plant. The current research aims at elucidation of the potential for biotechnological polyphenolic compounds productivity of non-differentiated cell lines of the plant. For this purpose, non-differentiated cell aggregates were initiated from either leaf or root explants of the sterile grown plant. They were cultivated either in the dark or at 16/8 h photoperiod in liquid media, supplemented with N6-benzyladenine (BA) as auxin. The cytokinin effects of indole-3-butyric acid (IBA) and 1-naphthalene acetic acid (NAA) were compared. It was established that NAA supplementation was superior to IBA and light treatment – to dark growth conditions in terms of polyphenolics productivity. In addition, NAA supplementation led to better expressed compaction and larger size of the cell aggregates as compared with IBA. The results of the present experiment indicate that secondary metabolites productivity in vitro is a dynamic process closely related to the plant’s growth and development and is in close relation to the interactions of the plant with its environmental conditions.