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The power and responsibility of AI advertising and the customer journey
Letheren, Kate Jin, Hyun Seung "HS" Kerr, Gayle
Letheren, Kate
Jin, Hyun Seung "HS"
Kerr, Gayle
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.
Keywords
Date
2024
Type
Book chapter
Journal
Book
Digital advertising evolution
Volume
Issue
Page Range
215-227
Article Number
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
All rights reserved
File Access
Controlled