Smart Generation System of Personalized Advertising Copy and Its Application to Advertising Practice and Research

Shasha Deng, Chee Wee Tan, Weijun Wang*, Yu Pan

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Abstrakt

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.
OriginalsprogEngelsk
TidsskriftJournal of Advertising
Vol/bind48
Udgave nummer4
Sider (fra-til)356-365
Antal sider10
ISSN0091-3367
DOI
StatusUdgivet - 2019

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