AI in Advertising: Creative Practices
AI in Advertising: Creative Practices

Author(s): Nikola Vangelov
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: ad intrusiveness; advertising efficiency; artificial intelligence; banner blindness; online advertising
Summary/Abstract: The purpose of the text is to explore some of the possibilities that artificial intelligence (AI) offers to increase the effectiveness of online advertising campaigns. The object of analysis is the creation of advertising content, with a special focus on personalized advertising formats. AI's ability to analyze information based on user behavior, as well as tools to optimize advertising campaigns, is also covered. Through the method of content analysis, the main aspects of online advertising effectiveness are analyzed, so that a proposition could be made regarding their integration aiming at razing ads visibility and thus making them more enjoyable to the consumer. The examples studied may lead to a better understanding of this relatively new and constantly evolving technology in the field of advertising. The results of the study may be useful both for consumers who want relevant and interactive advertising content and for organizations aiming to optimize advertising efforts and campaign effectiveness. The paper could be of interest to practitioners, academicians, and students in the field of marketing, advertising, sales promotion, and brand communication.

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