November 3, 2025 - Overall, this research provides systematic empirical evidence on the impact of visual genAI in advertising and offers practical guidance on deploying visual genAI for creation and modification tasks, contributing to a deeper understanding of how generative technologies shape marketing outcomes. Keywords: Visual Generative AI, Advertising, Effectiveness

November 12, 2024 - PDF | Generative AI is transforming marketing and advertising by providing unprecedented personalization and consumer engagement. Advanced models such... | Find, read and cite all the research you need on ResearchGate

January 6, 2025 - Despite these obstacles, generative ... ways to innovate and outperform. This article examines how generative AI is improving personalization, engagement, and ethics in marketing and advertising....

Routray, B.B (2024). The Spectre of Generative AI over Advertising, Marketing and Branding, https:// d197for5662m48.cloudfront.net/documents/publicationstatus/183287/preprint_pdf/

May 13, 2024 - PDF | In the dynamic sphere of digital advertising, Generative Artificial Intelligence (GAI) emerges as a transformative force, redefining content... | Find, read and cite all the research you need on ResearchGate

personal beliefs, norms and values play a crucial role (George, 2004). Given the comprehensive · framework provided by the Theory of Planned Behavior, it offers valuable insights into · understanding consumer purchase behavior, particularly in the context of online advertising. In · this study, which examines the influence of AI-generated content in online advertisements on

fosters a collaborative co-creation process with AI in visual advertisement (Scenario 1), whereas a focus on time-saving leads to a sequence of AI-driven production process with · human selection (Scenario 2). This means that in visual content, the visual team iterates · the co-creation loop ...

May 10, 2024 - Generative AI (GenAI) technology ... disruptive effect. This article utilizes the paradox lens to explore the implications of text-to-text GenAI in the form of ChatGPT for the advertising industry....

View PDF (open in a new window) PDF (open in a new window) View EPUB (open in a new window) EPUB (open in a new window) From time-to-time innovations come along that have the potential to disrupt industries. While “generative AI” (GAI) is not new, and has been around for some time, recent advances with more powerful capabilities, and simpler user interfaces, have led to an explosion in its uses and applications, and have put AI computing power in the hands of the many.

competence: Analysis of generative AI technologies such as ChatGPT. Entrepreneurial Business and Economics · Review. 2023 Sep 28;11(3):25-37. [33] Patil D. Generative Artificial Intelligence in Marketing and Advertising: Advancing Personalization and

August 4, 2025 - PDF | The study examines the opinions of specialists in the field of advertising and PR regarding the use of generative AI tools. Based on the author's... | Find, read and cite all the research you need on ResearchGate

utilizes algorithms to generate new content—writing, images, or audio—from training data. To do this, gen AI uses deep-learning models called foundation models (FMs).

grow, emphasizing the need for ethical considerations and a blend of human creativity with AI to leverage GAI’s innovative · potential fully. This research paper provides a comprehensive look at the impact and challenges of GAI in the Digital · Advertising space and provides areas for further research in this era. Keywords - Generative Artificial Intelligence, Digital Advertising, Content Creation, Brand Identity, Personalization, Privacy

November 30, 2023 - Using the VOSviewer software, this study conducts an in-depth analysis of the literature, revealing the intrinsic connections of these four key elements in AI advertising based on computational advertising: Targeting and Personalization are closely linked, jointly determining who gets shown which advertisements. Content Creation generates appealing advertising content through AI during the Personalization process, while Ad Optimization relies on the outcomes of the first three elements, adjusting ad displays to achieve the highest return on investment.

August 5, 2023 - Digital marketing, being a ... new technologies. Generative AI promises efficiency, scalability, and personalization in content creation, which are key factors in successful digital marketing campaigns....

August 5, 2025 - Although there is unanimous agreement on the benefits of AI, there are concerns about ethical issues and its use in the finalists' work. This article allows us to glimpse new lines of research related to the implementation of generative AI tools in advertising creativity, customer relationship management, and advertising production.

Teχn¯econ 2024, and two anonymous referees. ... I believe another ethical reckoning in digital advertising is coming. Where Cam- bridge Analytica used data to merely target consumers, soon we will see advertise- ments whose content is partly generated on the basis of user data. Using generative · artificial intelligence models (AI), advertisers can create hyper-personalized adver-

March 1, 2024 - Today, advertisers leverage AI to craft personalized experiences, target specific demographics, and make quicker decisions [3]. The integration of AI into advertising represents a paradigmatic shift in contemporary marketing strategies.

Generative AI is making a splash in marketing. The · technology has the potential to transform the marketing · industry in ways that include automating such core processes · as creating advertising designs, analyzing consumer · feedback, and developing content for personalized targeting

Q: Which critical factors do you think are needed to create trust within Generative Artificial Intelligence? ... TRUST GEN AI. This report highlights the transformational power of Gen AI for those working in digital · advertising.