The power and responsibility of AI advertising and the customer journey

Book chapter

Letheren, Kate, Jin, Hyun Seung "HS" and Kerr, Gayle. (2024). The power and responsibility of AI advertising and the customer journey. In In MacRury, Iain and Manika, Danae (Ed.). Digital advertising evolution pp. 215-227 Routledge. https://doi.org/10.4324/9781003168485-18
AuthorsLetheren, Kate, Jin, Hyun Seung "HS" and Kerr, Gayle
EditorsMacRury, Iain and Manika, Danae
Abstract

Chapter 15, by Kate Letheren, Hyun Seung “HS” Jin, and Gayle Kerr, explores the pivotal role of artificial intelligence (AI) in reshaping digital advertising, focusing on AI’s influence on advertising power and consumer responsibilities. The chapter raises essential questions about regulation, ethics, and the need for diligent oversight. It highlights how AI is reshaping the consumer journey through automation, personalisation, interactive commerce, and advanced analytics, positioning digital advertising within broader consumer engagement and market provision contexts.

Kerr analyses current trends and anticipates future developments, particularly in the Internet of Things (IoT). The chapter discusses the convergence of automotive technology with advertising and examines AI’s potential to enhance the consumer experience by mitigating friction points. It links programmatic advertising to retail and “shopability”, highlighting AI-supported cohort marketing. Despite AI’s benefits, Kerr warns of significant risks like privacy breaches and algorithmic bias. The chapter concludes by outlining key research directions and urging a proactive approach to AI in digital advertising.

Page range215-227
Year2024
Book titleDigital advertising evolution
PublisherRoutledge
Place of publicationLondon, United Kingdom
New York, New York
ISBN9780367767730
9780367767761
9781003168485
Digital Object Identifier (DOI)https://doi.org/10.4324/9781003168485-18
Scopus EID2-s2.0-85214911149
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online27 Dec 2024
Print2024
Publication process dates
Deposited10 Feb 2025
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