How AI and Deepfakes Could Reshape the Advertising Industry

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Summary

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?

Authors’ bios:

Colin Campbell (colin.campbell@sandiego.edu) is an associate professor of marketing in the Knauss School of Business, at the University of San Diego and incoming editor-in-chief of the JAR. His research focuses on the innovations and resulting challenges that the internet presents for marketers. He is an expert on digital and social media advertising, with a particular focus on online video advertising, influencer and native advertising and deal collectives. This article was accepted in peer review under his predecessor at the JAR, John B. Ford.

Kirk Plangger (kirk.plangger@kcl.ac.uk) is a senior associate professor of marketing in the King’s Business School at King’s College London. His research focuses on consumer-led digital marketing strategies, including topics such as falsity in marketing, customer privacy and surveillance and consumer engagement strategies.

Sean Sands (ssands@swin.edu.au) is professor of marketing and the department chair, in the department of management and marketing at the Swinburne University of Technology. His research topics include customer experience and digital marketing.

Jan Kietzmann (jkietzma@uvic.ca) is a professor of management information systems at the Gustavson School of Business at the University of Victoria (Canada). His research focuses on organizational and social perspectives related to emerging technologies, with particular emphasis on the intersection of technology and marketing. Currently, he is concentrating on what he refers to as “the Dark Side of Social Media,” and how artificial intelligence and machine learning impact firms.

Kenneth Bates (kbates@sandiego.edu) is an associate professor of marketing in the Knauss School of Business, at the University of San Diego. His research examines the impact of nutrition knowledge, consumer motivation and nutritional labeling on consumer evaluations during out-of-home food consumption. Additionally, his work explores the effect of mortality salience on consumer behavior by studying individual cultural worldviews.