The primary advantage of using serverless architecture is its ability to reduce operational complexity and cost. With serverless models, developers do not need to provision or manage servers, allowing them to focus solely on writing and deploying code. This architecture automatically scales resources based on demand, meaning organizations only pay for the compute time consumed. Consequently, it allows rapid iteration and deployment of applications, enhancing productivity. Overall, serverless architecture provides flexibility and efficiency, making it an attractive option for modern software development.