Artificial intelligence in programmatic advertising constitutes fertile grounds for marketing communication with tremendous opportunities. Yet, despite its touted benefits, contemporary implementations of programmatic advertising do not harness self-generative technologies so much so that different consumers are exposed to identical content. Consequently, we advance a smart generation system of personalized advertising copy (SGS-PAC) that can automatically personalize advertising content to align with the needs of individual consumers. Analytical results from a user experiment involving about 80 subjects underscore that personalized advertising copies generated by SGS-PAC can bolster click rate in online advertising platforms. Findings from this study bear significant implications for the application of artificial intelligence in online advertising.
Deng, S., Tan, C. W., Wang, W., & Pan, Y. (2019). Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research. Journal of Advertising, 48(4), 356-365. https://doi.org/10.1080/00913367.2019.1652121