Current Issue Summary
September 2024 (Vol. 64, Issue 3)
Editor’s Desk
Generative AI: Navigating Between Consumer Utopia and Dystopia: The Critical Role of Research and Leadership in Shaping Advertising’s Future
What is the future of generative AI in advertising? In the September issue of the Journal of Advertising Research, Editor-in-Chief Colin Campbell presents both an optimistic outlook along with a more concerning perspective. On the dystopian side, generative AI could lead to a flood of low-quality content, erode trust in digital platforms and exploit consumers’ emotional vulnerabilities. Conversely, the utopian view envisions generative AI enhancing creativity and quality in advertising, strong sensible laws would protect consumer data and be handled appropriately by innovative software, enabling personalized and highly relevant ads. The editorial emphasizes the importance of industry self-regulation, consumer protection laws and ethical practices in determining which future will prevail.