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

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

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

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.

Original languageEnglish
JournalJournal of Advertising
Volume48
Issue number4
Pages (from-to)356-365
Number of pages10
ISSN0091-3367
DOIs
Publication statusPublished - 2019

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