Abstract
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.