Artificial Intelligence in Advertising:Advancements, Challenges, and Ethical Considerations in Targeting,Personalization, Content Creation, and Ad Optimization（査読付き）

Biao Gao1 , YimingWang1, Huiqin Xie1, Yi Hu1, and Yi Hu2

With the rapid advancement of artificial intelligence (AI) technology, the advertising industry is at a crossroads of new opportunities
and challenges. This pioneering study provides an in-depth review of AI’s application in advertising, focusing especially
on four key elements: Targeting, Personalization, Content Creation, and Ad Optimization. By delving deep into these areas,
we uncover the potential of AI in revolutionizing the advertising sector. At the same time, we discuss the pressing ethical
issues arising from the current applications of AI in advertising-related fields. Using the VOSviewer software, this study conducts
an in-depth analysis of the literature, revealing the intrinsic connections of these four key elements in AI advertising
based on computational advertising: Targeting and Personalization are closely linked, jointly determining who gets shown
which advertisements. Content Creation generates appealing advertising content through AI during the Personalization process,
while Ad Optimization relies on the outcomes of the first three elements, adjusting ad displays to achieve the highest
return on investment. This research offers a fresh perspective on understanding AI’s application in advertising, aiding in the
responsible and effective use of AI technology for superior ad delivery.

SAGE Open

October-December 2023