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AI and Online Advertising Advance.docx (245.47 kB)
Download fileArtificial Intelligence as the New Realm for Online Advertising
This study explores the utilization of Artificial
Intelligence (AI) in the online advertising process and the impact of using AI in
each stage on overall perceived effectiveness. It also provides a better
understanding of the magnitude of using AI in the four stages of advertising
online: namely, consumer insights, ad creation, media planning and buying, and
ad evaluation. The Process model of AI utilization
in online advertising is the study's conceptual model developed based on
the literature. An online survey is conducted with digital advertisers
worldwide from both agency and client-side. The findings showed that AI is emerging
progressively in the four stages of the data-driven online advertising process.
Moreover, it showed a significant relationship between AI utilization in each
stage and the following one. Using AI in each advertising stage promotes the
perceived effectiveness of the overall online ad process.