Artificial 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.