Artificial Intelligence as the New Realm for Online Advertising

This exploratory study examines the magnitude of using artificial intelligence (AI) in the five-staged online advertising process: consumer insights, ad creation, media planning, buying, and finally, ad evaluation. It explores if there is a correlation between using AI in each stage and the next. It also investigates the impact of using AI on the overall perceived effectiveness. The study developed the conceptual framework titled “Process Model of AI Utilization in Online Advertising.” An online survey is conducted with a sample of 60 digital advertisers worldwide from both agency and client sides. The findings showed that AI is stepping progressively and differently in the four stages of the online advertising process. There is a relationship between using AI in each stage and the following one. AI utilization promotes the perceived effectiveness of the overall online ad process.