Editorial: Artificial intelligence, customized communications, privacy, and the General Data Protection Regulation (GDPR)

Abstract

We have reached the point where advertisers face a dilemma in the online environment as consumers increasingly expect messages to be relevant and even targeted to but simultaneously have concerns about the extent to which data are used them (see Taylor 2013; Kim, Song and Lee 2019). Indeed, I believe we are at a key point in advertising history in this regard as ‘over the top,’ connected media blur the lines and have opened the door to addressable advertising becoming a major force in the future (Taylor 2019a). Essentially, more data are available on consumers than ever before, and the analytics exist to send consumers much more focused, targeted messages than in the past. When reading the popular press, current use of the term artificial intelligence in advertising usually seems to refer to the use of advanced technology by developing platforms that can deliver a programmed, relevant message to consumers based on data that have been collected on their demographics, interests, prior consumption behaviour, etc. (Cardona 2018). It seems certain that other forms of artificial intelligence will begin to enter on to the scene, as is the case with Mike’s Hard Lemonade’s recent ‘Brighter Times’ campaign in which participants are encouraged to read only good news and attend a pop-up experience that uses facial recognition technology to demonstrate the positive impact of good news – while simultaneously promoting the brand (see Taylor 2019b). Yet, for now most of the focus on artificial intelligence is focused on the idea of automated, programmatic relevance being built into search engine, video, and potentially television advertising (Lamm 2018; Taylor 2019b; for a fuller discussion, see Kietzmann, Paschen and Treen 2018). The current focus on programmatic ads delivered via artificial intelligence is understandable and badly in need of additional study. All of us have at times received social media ads that seem to make little sense, such as getting an ad for memorabilia for ports team that just defeated your favourite team in a big game, or ads for flights to a city you just visited that it is unlikely you will go back to any time soon. Clearly, there are challenges associated with the analytics and with measuring return on investment. As such, this is an area badly in need of academic research. While some strong articles have appeared focusing on the impacts of greater customization (e.g. van Riejmersdal et al. 2017; Wottrick, Verlegh and Smit 2017), we need to know more about nuances around the topic. Another twist on the use of AI to program advertising is for marketers to figure out the line where it bumps up against privacy. With the European Union having passed and implemented General Data Protection Regulation (GDPR), some clear guidelines exist in Europe. Two of the key provisions are requiring consent and anonymization of data in an effort to protect privacy while simultaneously allowing those who wish to receive more