Artificial Intelligence Has the Possibility of Revolutionizing the Advertising Industry

A literature review of Artificial intelligence (AI) research has unveiled the potential to revolutionize the advertising industry by transforming how advertisements are created, delivered and analyzed.

The findings are detailed in “The AI Genie in the Bottle: Charting AI Evolution and Aversion in Advertising,” a systematic review of two decades of research on AI in advertising by Yang Feng, University of Florida College of Journalism and Communications (UFCJC) Advertising associate professor in AI. The article was published in the Journal of Interactive Advertising on July 29.

In the review, Feng focuses on emerging forms of AI-generated advertising and the role of AI aversion. She also outlines a future research agenda which includes creativity, ethics and human-AI collaboration in the field.

According to Feng, “The review reveals four major topics: AI agents, AI-driven insights, AI-powered ad delivery, and AI-assisted content creation, with AI-assisted content creation being the least explored. Building on current research trends, the paper expands previous studies by focusing on this underexplored area and discusses five types of AI-generated advertising—curated personas, timeless storytelling, artistic craftsmanship, product imagination and personalized personas.”

She adds, “Based on the review and current discussion, we propose a research agenda for future advertising research on AI, focusing on three areas: co-creation and interactivity; leveraging diverse AI roles to mitigate AI aversion and productivity versus ethics.”

Category: AI at CJC News, College News
Tagged: Advertising AI Journal of Interactive Advertising Yang Feng
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