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AI advertising: An overview and guidelines

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DOI: 10.1016/j.jbusres.2023.114124

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 Journal of Business Research 166 (2023) 114124

Contents lists available at ScienceDirect

Journal of Business Research

journal homepage: www.elsevier.com/locate/jbusres

AI advertising: An overview and guidelines

John Ford a, *, Varsha Jain b, Ketan Wadhwani b, Damini Goyal Gupta b
a
Strome College of Business, Old Dominion University, 2117 Constant Hall, Norfolk, VA 23529, USA
b
MICA, Shela Village, Ahmedabad 380 058, Gujarat State, India

A R T I C L E I N F O A B S T R A C T

Keywords: Advertising has rapidly evolved in recent years, with a significant increase in the use of artificial intelligence (AI)
Artificial intelligence and its applications. While AI advertising literature dates to the 1990s, the field has experienced a surge in
Advertising research attention and development in recent years, presenting varied potential avenues for future research.
Programmatic
Despite this progress, understanding of the evolution of AI advertising research remains limited, and a state-of-
Bibliometric review
TCCM
the-art overview is required to advance future research. To address this gap, this review aims to map the field’s
evolution by conducting a bibliometric and framework-based analysis of 75 AI advertising articles published
between 1990 and 2022. The study’s key findings are the publication trends in AI advertising, TCCM classifi­
cation, and research contexts identified through bibliographic coupling. Four themes emerged as key focus areas
of AI advertising research: programmatic advertising and automation, ad planning and engagement, advertising
effectiveness, and trust in AI advertising. In addition, this review offers practical guidelines and future research
directions for developing AI advertising literature. Lastly, the review suggests broader implications for industry
and academia, highlighting how the identified themes can inform advertising practice and contribute to the
theoretical development of the field.

1. Introduction advertisers in various advertising functions, including ad optimization,

Over the past few decades, the advertising ecosystem has radically
evolved (Donthu et al., 2022a; Donthu et al., 2022b). With new tech­
nology and the explosion of digital media, advertising has progressed
from traditional forms such as newspapers, billboards, radio, and tele­
vision to various new and exciting media and platforms. Advanced
advertising media use artificial intelligence (AI) to increase advertise­
ment effectiveness and optimize ad delivery. AI is a set of disruptive
technologies that allow machines to solve problems, facilitate decision-
making, and perform tasks associated with human beings and their in­
telligence (Qin & Jiang, 2019; Copeland, 2021). Artificial intelligence
(AI) has made advertising more competent, personalized, targeted, and
intelligent by automating and facilitating vital advertising functions
such as consumer insight discovery, media planning, buying, adver­
tisement creation, and impact evaluation (Chen et al., 2019; Deng et al.,
2019; Li, 2019).
AI employs Natural Language Processing (NLP), Image Recognition
(IR), Speech Recognition (SR), Machine Learning (ML), Natural Lan­
guage Generation (NLG), and image and speech generation to help
automated ad generation, and personalization (Tripathi et al., 2023).
Computational and programmatic advertising use AI to help develop
targeted promotions by facilitating automatic ad scheduling, placement,
and media planning and buying (Huh & Malthouse, 2020; Broder,
2008). Harley Davidson, an iconic American motorcycle brand,
increased its leads by 2390% with the help of AI-enabled computational
advertising and predictive analytics (Power, 2017). Similarly, pro­
grammatic advertisement has gained immense popularity in research
and practice in the last few years and helps optimize digital ad cam­
paigns by facilitating automated media planning and buying (Hughes,
2021). The AI-enabled programmatic ad market is projected to reach
$38.67 billion by 2028, growing at a CAGR of 29.71% from 2021 to
2028 (Verified Market Research, 2021). AI advertising is increasing
rapidly and has enormous industry potential and bright research
prospects.
The role and applications of AI-enabled smart speakers and bots are
also increasing in AI advertising. Marketers use smart speakers powered
by AI, such as Alexa, Siri, and Google Assistant, to engage and interact
with their target audience and deliver promotional messages

* Corresponding author.
E-mail addresses: jbford@odu.edu (J. Ford), varsha.jain@micamail.in (V. Jain), ketanwadhwani.fpm21@micamail.in (K. Wadhwani), daminigupta.fpm20@
micamail.in (D.G. Gupta).

https://doi.org/10.1016/j.jbusres.2023.114124
Received 24 December 2022; Received in revised form 16 June 2023; Accepted 20 June 2023
Available online 29 June 2023
0148-2963/© 2023 Elsevier Inc. All rights reserved.
J. Ford et al.
Table 1
Research in AI advertising.
Article Context Focus of Research
Neumann et al. Uses Third-party profiling and advertisement targeting
(2019)
Wu et al. (2021) Functions AI created advertisement
Campbell et al. Functions Generative Adversarial Networks (GANs)
(2021)
Kietzmann et al. Features Deepfakes
(2021)
Lee and Cho (2019) Features Data-driven marketing communication, AI for
advertisement production, and big data for ad execution
Van den Broeck Features Chatbot advertising
et al. (2019)
Smith (2020) Features Smart speakers
Palos-Sanchez et al. Challenges Privacy concerns due to programmatic advertising
(2019)
Watts and Adriano Challenges Machine Learning Biases in advertisement placement
(2021)
innovatively. Brands are deploying AI chatbots with Natural Language
Understanding (NLU) and Machine Learning (ML) to understand con­
sumer responses, gauge consumers’ needs, enhance consumer-AI inter­
action, provide consumer support, and deliver promotional content (Lim
et al., 2022) . Improving the return on investment (ROI) of advertising is
a critical concern for advertisers, and AI advertising has the potential to
play a vital role in this regard (Rasul et al., 2022). By improving the
targeting and personalization of advertising, AI can make advertising
more effective and efficient, ultimately leading to a higher ROI for ad­
vertisers. Moreover, Generative Adversarial Networks (GANs) and AI are
used to create or merge realistic-looking images and videos of people
saying and doing things they never did. They use deep learning and
neural networks to transform the image or video of people in adver­
tisements (Toews, 2020), for instance, Cadbury’s ’NotJustACadburyAd’
campaign (Elias, 2021).
In recent years, academic research on AI Advertising has proliferated
and offered insights into its potential uses (Neumann et al., 2019),
functions (Wu et al., 2021; Campbell et al., 2021), features (Kietzmann
et al., 2021; Lee & Cho, 2019; Van den Broeck et al., 2019; Smith, 2020)
and challenges (Palos-Sanchez et al., 2019; Watts & Adriano, 2021).
Table 1 summarizes these studies and highlights the study’s research
focus and insights. The AI advertising literature also employs theories
from multiple disciplines, such as Psychology, Sociology, Mass
Communication, and Technology (Kim et al., 2001; Huh et al., 2020;
Salimen et al., 2022; Diwanji et al., 2022). An in-depth analysis of the
literature made it clear that with all the individual attempts to examine
aspects of AI, no study has provided a comprehensive overview of AI
advertising literature to provide concrete research directions for
scholars and practitioners. Hence, this is the first attempt to research and
review the complete literature on AI advertising and present a detailed
understanding of the area.
The motivation for this paper is rooted in the growing importance of
AI advertising in today’s digital landscape. As AI advances, its role in
advertising is becoming increasingly critical, making it essential to un­
derstand the field’s current state and identify areas for future research.
This study aims to contribute to the literature on AI advertising by
providing a bibliometric analysis for science mapping, performance
analysis, and bibliographic coupling to identify key trends and research
focus and framework-based analysis. In doing so, the TCCM framework
(Knight et al., 2004; Paul & Rosado-Serrano, 2019) is applied to provide
a comprehensive and structured representation of the field and its
contribution to the theory development of AI advertising ( Lim, 2022;
Paul et al., 2021). Systematically analyzing the literature aims to reduce
the scope of subjective bias and provide a broad overview of research on
AI advertising.
To contextualize the study’s contributions, we draw on the
2
Journal of Business Research 166 (2023) 114124
Key Insights/Findings
Empirically assesses the accuracy of the digital profiles and the performance of
the overall audience delivery process.
Examines the factors that influence the consumer’s appreciation of AI-generated
advertisements
Proposes a general framework to understand better how consumers respond to all
forms of ad manipulation
Explains deepfakes and how they influence advertisement practice
Defines digital advertising, critical trends related to AI, algorithms, and big data
and provides propositions for the future of digital advertising
Examines the effectiveness of chatbot advertising using the Technology
Acceptance Model and Consumer Acceptance of the Technology Model
Determines what type of marketing messages people find acceptable on smart
speakers
Explains how programmatic advertising effectiveness influences users’ privacy
concerns and how it changes over time
Uncovers machine learning biases in ad placements, deconstructing the nature of
these biases and proposing context-specific databases to prevent them.
guidelines for advancing theory and practice through bibliometric
research (Mukherjee et al., 2022; Donthu et al., 2021; Lim et al., 2022).
Specifically, this study meets the criteria of necessity, importance, use­
fulness/relevance, and urgency. By identifying critical focus areas of
research and providing recommendations for future research, this study
has the potential to inform scholars, practitioners, and policymakers on
the latest trends and developments in AI advertising.
The rest of the paper is structured as follows: Section two elaborates
on the methodology employed in the review; sections three and four
provide bibliometric analysis related to publication trends and network
analysis. Section five presents the TCCM classification of AI advertising
literature, followed by future research directions and concluding
remarks.
2. Research methodology
2.1. Defining the scope and definition of AI advertising
The first step of the review involved identifying the area for con­
ducting a hybrid systematic review. Despite the immense potential of
Artificial Intelligence (AI) to drive the future growth of the advertising
industry, a comprehensive review of the existing literature on adver­
tising revealed that no study has provided an extensive review of AI
Advertising.
This study defines AI as a technology that simulates human intelli­
gence and provides value through flexible adaptation enabled by
learning, unlearning, and re-learning. (Bock et al., 2020; Qin & Jiang,
2019). AI is a sophisticated technology capable of sifting through vast
customer data and extracting insights. This ability of AI to learn from the
process and grow in intelligence is the distinguishing factor used by
advertisers to connect with consumers. As a result, using AI in adver­
tising complements advertisers’ intelligence in decoding structured and
unstructured customer data to derive insights (Mogaji et al., 2021) and
generate and deliver advertisements based on consumers’ interests and
preferences.
2.2. Review method
The study employs a hybrid approach and conducts a bibliometric
and framework-based analysis of AI advertising literature. Bibliometric
analysis is a technology-empowered review method using quantitative
techniques and software to objectively evaluate literature and identify
key research areas and emerging themes. The study also incorporates the
framework method and provides the TCCM framework of AI advertising
literature for finer scrutiny and comprehensive analysis (Sharma et al.,
2020; Chopra et al., 2021; Lim et al., 2022). The study adopts the
J. Ford et al.
PRISMA protocol for identifying the relevant studies involving AI
(Moher et al., 2009), which has been widely used in the marketing
literature ( Ter Huurne et al., 2017; Lim and Rasul, 2022). It ensures
consistency and transparency and allows replicability if the analysis
needs to be conducted in the future after a significant increase in the
research corpus (Kraus et al., 2022; Paul et al., 2021). The review pro­
tocol is illustrated in Fig. 1.
2.2.1. Identification
In stage 1, the initial keywords were identified by reviewing studies,
reviews, and editorials in AI and advertising. Two consumer behavior
professors with considerable experience in advertising research
reviewed keyword selection and refined them further. The identified
Fig. 1. Flowchart showing the literature search and selection process for bibliometric analysis: PRISMA Protocol (Moher et al., 2009).
3
Journal of Business Research 166 (2023) 114124
keywords were entered in WoS, and Scopus, using “title-abstract-key­
words” and “title” search rules to identify AI advertising literature
research articles. WoS and Scopus databases were used to gain
maximum article coverage, and Google Scholar ensured relevant articles
were not missed. The search keywords, literature search results, and
screening process based on the PRISMA protocol are presented in Fig. 1.
4,623 publications published in top-rated journals between 1990 and
2022 were collected from the databases and saved in txt and Bibtex
format. The WOS and Scopus outputs were merged in R and used to run
analysis in biblioshiny (Aria & Cuccurullo, 2017).
2.2.2. Screening
The inclusion and exclusion criteria were predetermined to screen
J. Ford et al.
the relevant articles. Only full-length English-language articles, review
papers, and editorials on AI advertising published were included. Other
publications such as conference proceedings, books, and book chapters
were excluded as they do not go through a rigorous review process or are
under progress studies. The remaining articles (n = 831) were manually
screened in the next stage.
2.2.3. Eligibility
In this stage, the article’s title, abstract, and main text were reviewed
to ascertain whether they were related to the study’s objectives. The
review followed strict screening criteria and excluded any article not
focused on AI Advertising or only mentioned it in the secondary dis­
cussion. Sixty-seven articles remained after this stage.
2.2.4. Inclusion
Lastly, to ensure that other relevant papers are not missed in the
process, a snowball procedure was conducted to examine the references
of the included papers. As a result, five additional articles were included.
In conclusion, 72 papers were obtained and used to analyze research in
AI advertising.
3. Publication trends
The publication trends provide an overview of AI Advertising liter­
ature and include descriptive statistics such as the most prolific publi­
cation outlets, articles, and countries. Biblioshiny by R offers a macro
view of the field and is used to perform these analyses to highlight
emerging trends.
As shown in Fig. 2, the evolution of AI Advertising research can be
analyzed in two phases. The first phase was from 1990 to 2017 when
only 14 journal articles were published in this area. These articles focus
on using expert systems and AI algorithms for targeted promotions (Li &
Du, 2012) and personalization (Kim et al., 2001), media planning, and
scheduling (Carter & Ragsdale, 2002; Papí-Gálvez, 2015).
In the latter phase (2018–2022), there has been an enormous growth
in articles related to AI advertising. The 59 articles published in this
phase indicate an increased interest in the application of AI in adver­
tising. These articles cover a wide range of topics, such as programmatic
advertising (Li et al., 2018; Palos-Sanchez et al., 2019; Guitart et al.,
2020), advertisement campaign optimization (Miralles-Pechuan et al.,
2018; Kononova et al., 2020; Asad et al., 2021), ad delivery (Ge & Wu,
2021), advertisement creativity (Vakratsas & Wang, 2020) and ad
evaluation and performance measurement (Yun et al., 2020) among
others. The increased research interest in the AI advertising area may
also be credited to the paradigm shift in the advertising industry from
traditional to technology-oriented and rapid advancement in AI and
related technologies. Furthermore, the availability of only 72 articles in
the literature indicates the infancy of AI advertising research. Hence, a
growing interest and availability of fewer articles in the literature signal
Fig. 2. Publication trend over the years in AI advertising.
4
Journal of Business Research 166 (2023) 114124
the enormous potential for future research in this stream.
The publication countries (Table 2) show the country-wise scientific
contribution to AI advertising literature based on the corresponding
authors’ countries. The United States of America (USA) contributes the
most articles (54.16%) to this area, followed by China (9.73%) and the
United Kingdom (6.25%), which are forerunners in AI research and
development (Savage, 2020). The predominance of the USA in AI
advertising literature exhibits their higher-level data-oriented approach
in marketing and advertising and warrants more research in other ge­
ographies and markets.
As shown in Table 2, the top 10 journals published 48 articles rep­
resenting over 60% of all the published articles between 1990 and 2022.
The top three journals, namely, Journal of Advertising (19), International
Journal of Advertising (8), and Journal of Advertising Research (5), pub­
lished over 40% of corpus articles, indicating their strong influence in AI
advertising literature. Lastly, most articles on AI advertising are pub­
lished in top-tier journals (ABDC- A (n = 47), followed by A* (n = 9) and
B (n = 3) journals.
Frequency analysis of keywords is used to identify the dominant
focus areas, confirm the visibility of articles in the research corpus, and
identify common keywords used in AI advertising. Fig. 3 provides a
visualized summary of keyword analysis through a word cloud. Big data,
artificial intelligence, and advertising are dominant keywords used
extensively in AI advertising literature as they align with this review’s
theme and search string, thus confirming keyword selection. Other
prominent keywords relate to advertising types such as programmatic,
computational, digital, and display advertising. A significant contribu­
tion of AI advertising is attributed to programmatic advertising, and the
research focus on programmatic and computational advertising has
recently increased (Ciuchita et al., 2022). Personalization, behavioral
targeting, advertising creativity, online auctions, advertising schedules,
and account planning are advertising functions (Kim et al., 2001; Matz
et al., 2019; Samuel et al., 2021; Bakpayev et al., 2020) frequently
mentioned in the research corpus. Lastly, advertisement effectiveness, a
dependent variable notably studied in the literature (Lee & Cho, 2020;
Shumanov et al., 2021; Salminen et al., 2022), and social media are
other popular topics (Van den Broeck et al., 2019; Khatry, 2020; Yun
et al., 2020).
The most relevant authors were analyzed based on their contribu­
tions and presented in Table 2. Jisu Huh (4), Jan Kietzmann (4), and
Edward Malthouse (4) have the highest contributions to the field. All
authors’ contributions were relatively low due to the field’s infancy, but
these researchers have contributed significantly to providing directions
in AI advertising research.
The most cited articles in AI Advertising are shown in Table 3, with
corresponding total and average citations to showcase their influence in
this area and other fields (Lim et al., 2021; Kumar et al., 2022). The most
cited articles are Couldry and Turow, 2014, Kim et al. (2001), and
Kietzmann et al. (2018). Couldry and Turow (2014) focus on ethical
issues around AI advertising and its implications for democracy around
the globe. Kim et al. (2001) conduct computational research and employ
algorithms in internet storefronts for personalization and advertising
optimization. Kietzmann et al. (2018) provide a guide for AI advertising
and its role in the consumer journey, elaborating how AI applications,
such as NLP, Image Recognition and Generation, ML, Problem Solving
and Reasoning, and Speech Recognition, can be leveraged by marketers
to create, generate, and deliver ads using AI to consumers.
The most influential article based on average citations is Rafieian and
Yoganarasimhan (2021), which proposes an integrated machine
learning framework and auction model to target mobile advertisements
better while focusing on privacy. Other articles include Kietzmann et al.
(2018), discussed above, and Lee and Cho (2019), which explain digital
advertising and discuss the role of AI and big data in marketing
communication and advertising production.
Kietzmann (2018) and Lee and Cho (2019) provide extensive dis­
cussions on AI advertising, which may help build an understanding of
J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 2
Top contributing countries, journals, and authors in AI advertising.
s Panel B- Top 10 most relevant journals in AI advertising Panel C- Top 10 most relevant authors in AI
advertising

Country Articles % Sources Articles ABDC Authors Articles Affiliation

Ranking

USA 41 54.67 Journal of Advertising 19 A Jisu Huh 4 University of

Minnesota
China 7 9.34 International Journal of Advertising 8 A Jan Kietzmann 4 University of Victoria
United 5 6.67 Journal of Advertising Research 5 A Edward C 4 Northwestern
Kingdom Malthouse University
Netherlands 4 5.34 Electronic Commerce Research and 3 C Kirk Plangger 3 King’s College London
Applications
Australia 3 4 Marketing Science 3 A* Jaideep Srivastava 3 University of
Minnesota
Canada 2 2.67 Computers in Human Behavior 2 A Colin Campbell 2 University of San
Diego
Finland 2 2.67 European Journal of Marketing 2 A* Chang-Hoan Cho 2 Yonsei University
S. Korea 2 2.67 International Journal of Electronic 2 A Jonathan 2 Northwestern
Commerce Copulsky University
Spain 2 2.67 MIS Quarterly 2 A* Itai Himelboim 2 University of Georgia
Belgium 1 1.34 Journal of Strategic Marketing 2 A Hyejin Kim 2 DePaul University
France 1 1.34
Greece 1 1.34
India 1 1.34
Israel 1 1.34
Mexico 1 1.34
Pakistan 1 1.34
Total 75 100

Fig. 3. Keywords cloud.

the field. Besides these articles, Li’s (2019) editorial provides an over­
view of articles from AI advertising (special issue) and critical future
topics to advance research in this area. Similarly, Qin and Jiang (2019)
focus on implementing AI in advertising and propose functional cate­
gorization, including ad creation, consumer insight discovery, media
planning, buying, and ad impact evaluation. These articles provide a
base for AI applications in advertising and can be used as seminal papers
for future research.
4. Research foundations in AI advertising
4.1. Theory
Developing theoretical underpinnings is crucial for developing
future research and advancing a research area (Hunt, 2018; Hentzen
et al., 2021; Donthu et al., 2023). Theoretically grounded research in AI
advertising is deficient, and only ten articles have employed theories.
The conceptual articles in the literature are crucial to driving new
theoretical development, while the empirical studies in AI advertising
literature are relatively data-driven, using analytical techniques to
derive valuable insights (Li et al., 2018; Watts & Adriano, 2021; Wu
et al., 2021).
The AI advertising literature employs six broad clusters of theories:
computer science, mass communication, media, psychology, sociology,
and technology. There are no predominantly used theories; the thirteen
theories mentioned in Table 4 have been used only once in the literature.
Kim et al. (2001) employ rule-based theory to apply decision tree in­
duction techniques to develop personalization methods for advertising
to in-store customers. Lee and Cho (2020) postulated four advertising
types for smart speaker advertisements based on four identified motives
based on the uses and gratifications theory. Similarly, Van Den Broek
et al. (2019) employ technology acceptance models to evaluate adver­
tisement effectiveness of ads delivered by chatbots which are also AI-
powered devices like smart speakers. Psychology theories such as
associative network theory (Guitart et al., 2020) and psychological
reactance theory (Puri & Mohan, 2020) have been used to understand

5
J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 3
Most cited papers in AI advertising research.
Author and Year Article Title Source Title Total Average
Citations Citations

Nick Couldry and Joseph Turow (2014) Advertising, Big Data, and the Clearance of the Public Realm International Journal of 319 31.9
Marketers’ New Approaches to the Content Subsidy Communication
Jong Woo Kim, Byung Hun Lee, Michael J. Shaw, Application of Decision tree Induction Techniques to International Journal of 288 12.522
Hsin-Lu Chang, and Matthew Nelson (2001) Personalized Advertisements on Internet Storefronts Electronic Commerce
Jan Kietzmann, Jeannette Paschen, and Emily Artificial Intelligence in Advertising How Marketers Can Journal of Advertising 255 42.5
Treen (2018) Leverage Artificial Intelligence Along the Consumer Research
Journey
Kai Li and Timon Du (2012) Building a Targeted Mobile Advertising System for Location Decision Support Systems 176 14.667
Based Services
Evert Van Den Broeck, Brahim Zaroual, and Chatbot Advertising Effectiveness When Does the Message Computers in Human 165 33
Karolien Poels (2019) Get Through Behavior
Heejun Lee and Chang-Hoan Cho (2019) Digital Advertising Present and Future Prospects International Journal of 145 36.25
Advertising
Omid Rafieian and Hema Yoganarasimhan (2020) Targeting and Privacy in Mobile Advertising Marketing Science 135 45
Raymond R. Burke, Arvind Rangaswamy, Jerry A Knowledge-Based System for Advertising Design Marketing Science 117 3.441
Wind, and Jehoshua Eliashberg (1990)
Bruce Curry and Luiz Moutinho (1993) Neural Networks in Marketing: Modelling Consumer European Journal of 107 3.452
Responses to Advertising Stimuli Marketing
Pedro Palos-Sanchez, Jose Ramon Saura, and Felix A Study of the Effects of Programmatic Advertising on Journal of Business Research 103 20.6
Martin-Velicia (2019) Users’ Concerns About Privacy Overtime

Note: Average citations are calculated by dividing the total number of citations by the years since publication. Global citations rank the articles in the Google Scholar
database as of December 2022.

the consumer’s perspective and advertisement effectiveness of pro­
grammatic and behaviorally targeted advertisements (Gupta et al.,
2022). Kononova et al. (2020) employ priming theory and the associa­
tive network of memory framework for experiments to investigate the
effects of relevant and irrelevant ad content on brand recognition. AI
and allied technologies are concerned about privacy, transparency, and
trust in technology. Sociology perspectives and theories are used to
understand user issues and how they impact advertisement performance
(Huh, et al., 2020; Palos-Sanchez, 2019; Diwanji et al., 2022).
Several theories are decades old, among the ones discussed in this
section. However, their application of advanced technologies has pro­
vided crucial and significant insights into consumer adoption, effec­
tiveness, and user concerns. Various theories from multiple disciplines
can be borrowed to bring more rigor to AI advertising research. For
instance, SOR (Casaló et al., 2021), dependency theory (Tansey &
Hyman, 1994), and public value theory (Jørgensen & Rutgers, 2014) can
be used to study variables such as advertising effectiveness, relevance,
and utility to expand the analytical and critical scope of the studies.
Lastly, it can be understood from this summary that despite a smaller
number of studies employing theory in AI advertising research, most of
these articles have been published recently. This increasing trend of
theoretically grounded research shows a promising picture for future
research.
effectiveness. Studies primarily employing computational methodology
fall in this cluster, focusing on developing and testing algorithms to
optimize ad campaigns for better results. Other studies focus on how
various AI applications, such as big data analytics, predictive analytics,
and technological affordances, can be used to optimize advertisements.
Advertising attribution is another vital context category focusing on
understanding consumer interactions with AI on various touchpoints
and resulting responses such as conversions or sales. These studies
explain how various AI applications work in advertising functions, fea­
tures, and different types of advertising, resulting in consumer evalua­
tion and responses. Other usage contexts investigated in the AI
advertising literature include personalization, engagement, ethics and
privacy, ad planning, generation, and recommendation (Fig. 4).
Lastly, this analysis underscores the insufficient attention given to
contexts such as advertisement generation and creativity. The adver­
tising industry is witnessing significant changes on the AI front, with the
emergence of generative and conversational AI and its widespread usage
in the advertising industry. There is an urgent need to understand how
they influence and affect advertising functions, consumers, and other
stakeholders. Moreover, while automation augments and optimizes
advertising functions, investigating creativity is crucial for further
developing AI advertising practices.

4.2. Context
Context refers to the background or circumstances surrounding the
research questions or topic. These contexts may include social, cultural,
economic, environmental, historical, or technological factors that in­
fluence the research and findings of the study. This review categorizes AI
advertising literature based on the usage context to identify the purpose
of employing AI in advertising functions. Such classification will help
identify understudied contexts and provide directions for future
research. While earlier studies have used country-wise or industry-wise
categories to compare performances between different locations or
markets, this review studies how AI is used in advertising. Therefore,
identifying and studying usage context may be more appropriate than
other contexts.
This review identifies and clusters studies into eleven usage context
categories, as shown in Fig. 4. The most recognized context is adver­
tisement optimization, with 18 studies examining how AI increased ad
4.3. Characteristics
This section provides characteristics categorized into independent,
dependent, mediating, and moderating variables identified in sixteen
quantitative studies analyzed. These variables are further classified
based on their association with customers, technology, firms/brands,
and advertisements.
Independent variables
The independent variables are categorized into various groups ad
characteristics, advertiser characteristics, consumer characteristics,
media characteristics, and motivational factors, as listed in Fig. 5. These
independent variables of each article fall into multiple groups and
subgroups (Curry & Mutinho, 1993; Palos-Sanchez et al., 2019; Bak­
payev et al., 2020; Wu & Wen, 2021). Bakpayev et al. (2020) examine
advertiser characteristic variables, i.e., ad creation agent type (human or
AI) and advertisement-related variables relating to message orientation
and appeal, to understand their effect on consumer responses and
evaluation. Kononova et al. (2020) employed experimental methods and

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J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 4
Key Theories and theoretical frameworks.
Key Theories Used Premise Exemplar Studies

Agency Theory
Associative network Theory
Balance Theory
Congruence Theory
Paradox Theory
Popper’s three-dimensional
perspective of reality
Priming Theory
Psychological Reactance Theory
Rule-based theory
Social Exchange Theory
Technology Acceptance Model
Trust Theory
Uses and Gratifications
Potential conflicts of interest can arise between principals and agents in an organization due to differences in Salminen et al. (2022)
goals and incentives.
Knowledge is organized in the brain as a network of interconnected concepts, where the strength of the Guitart et al. (2020);
connections between concepts determines how information is stored, retrieved, and processed. Kononova et al. (2020)
People prefer consistency and will seek to maintain balance among their beliefs, attitudes, and relationships. Diwanji et al. (2022)Diwanji
Individuals’ behavior results from their self-concept and will seek consistency between their self-concept, et al. (2022)
attitudes, and behavior.
Organizational paradoxes are inherent, persistent, and unavoidable tensions arising from organizational life’s Samuel et al. (2021)
contradictory nature and must be managed rather than resolved.
Reality consists of three distinct but interrelated worlds: the physical world, the world of subjective Kietzmann et al. (2021)
experiences, and the world of objective knowledge, all interconnected and subject to ongoing scrutiny and
testing through scientific inquiry.
Exposure to a stimulus can influence a person’s response to a subsequent stimulus. Kononova et al. (2020)
Individuals have a natural drive to resist threats to their freedom and autonomy, and attempts to restrict or Puri and Mohan (2020)
eliminate their perceived freedom can lead to reactance and counterproductive behaviors.
Human cognition is based on learned rules that guide decision-making and problem-solving, allowing Kim et al. (2001)
individuals to make efficient and effective decisions.
Social behavior is based on the rational calculation of costs and benefits, and individuals are more likely to Palos-Sanchez et al. (2019)
engage in relationships and behaviors that maximize their rewards and minimize their costs.
Individuals’ intention to use technology is determined mainly by their perceived usefulness and ease of use, van den Broeck et al. (2019)
which are influenced by various external factors such as training and support.
Trust is a fundamental aspect of human relationships and is built and maintained through repeated interactions Huh et al. (2020)
that demonstrate reliability, credibility, and benevolence.
Individuals actively choose media and communication channels to fulfill specific needs or gratifications. Lee and Cho (2020)

found that advertisement relevancy and expectancy for consumers re­
sults in positive brands and consumer advertisement evaluation.
Smart speaker advertisements are studied from two perspectives:
advertisement-related variables (Smith, 2020) and use. The gratification
perspective (Lee & Cho, 2020) was used to research message content
characteristics and motivations for using these devices. Similarly,
technology-related variables, such as manipulation sophistication
(Campbell et al., 2021) and advertisement creation objectivity (Wu &
Wen, 2021), are used to understand consumer perceptions towards AI
and algorithm-generated advertisements. Salminen et al. (2022) study
ad platform affordances and investigate their effect on human agency.
Mediating variables
Mediating variables are essential in explaining the findings and the
relationship between the independent and dependent variables. AI
advertising literature has studied cognitive, behavioral, affective, social,
and other mediators. Curry and Moutinho (1993) find that consumer-
related variables, motivation, opportunity, ability, and beliefs help
assess consumers’ exposure to ads and ad features, leading to purchase
intention decisions. Similarly, Bakpayev et al. (2020) found that attitude
toward the advertisement formed by the user motivations and percep­
tions of ad agents affect their purchase intentions. Campbell et al. (2021)
talk about how ad falsity impacts the persuasion outcomes of synthetic
advertisements, while Van den Broeck et al.’s (2019) findings suggest
that message acceptance mediates the users’ perceptions of chatbot
advertising intrusiveness and helps in assessing its usefulness and
patronage decisions.
Moderating variables
Moderating variables affect the strength of the relationship between
independent and dependent variables. Ten studies use moderating var­
iables and fall into six categories: socio-economic, demographic, atti­
tude, psychological, behavioral, and other factors. Socio-economic and
demographic features such as age, income, and gender affect technology
use, such as perceived usefulness, likeness, and utility (Smith, 2020; Wu
& Wen, 2021). Furthermore, Lee and Cho (2020) also found that con­
sumers’ propensity to innovate affects their attitudes toward technol­
ogy, advertisements, and brands. Technology and trust in its decision-
making also impact the users’ evaluations and responses to advertise­
ments (Roy et al., 2017). Perceived privacy risk also significantly shapes
consumers’ attitudes toward AI advertising (Ciuchita et al., 2022).
Lastly, Campbell et al. (2021) found that users’ assessment of creativity
and their ability to assess synthetic advertisements impacts the ad effect
on them.
Dependent variables
The dependent variables are attitude, purchase behavior, advertise­
ment effectiveness, and other ad-related and uncategorized variables.
Most of the articles have consumer-related dependent variables to study
the impact of AI advertising on consumers. These variables are sub-
grouped into evaluation, beliefs, perceptions, responses, and adoption.
Several articles examine the impact on advertisement effectiveness due
to various parameters. These include consumer-related variables such as
advertiser and source trust (Roy et al., 2017), personality traits (Shu­
manov et al., 2021), and advertisement-related variables such as ad
repetition and competitive interference (Guitart et al., 2020). Similarly,
many articles evaluate purchase intention and other variables for atti­
tude, evaluation, ads, and brands (Curry & Mutinho, 1993; Bakpayev
et al., 2020; Kononova et al., 2020; Ciuchita et al., 2022). Van den
Broeck et al. (2019) studied the technology perceptions of consumers.
They found that the relevance and intrusiveness of chatbot advertising
affect consumer evaluations based on its perceived usefulness and
helpfulness. Lastly, Hu et al. (2020) test ad message diffusion to un­
derstand viral advertising through the Twitter engagement of users
based on their trust in the source.
Most articles published in recent times evaluate consumer-related
dependent variables. Advertisement-related dependent variables mea­
sure ad performance through CTR (Rosenkrans & Myers, 2018) and
personalization (Kim et al., 2001). Only one study has a firm-related
output variable explaining that marketing rules for expert systems can
be extracted by matching product data, customer profiles, purchase in­
tentions, and alternative advertisement industries to provide personal­
ized and real-time advertising (Kim et al., 2001). An overview of all the
various variables previously discussed is found in Fig. 5.
4.4. Methods
Table 5 shows the methodology, sampling method, and type of
samples used in the articles analyzed in this study. Out of 74 studies
conducted in 72 articles, most of the articles are conceptual. The
computational research method is AI advertising literature’s next pop­
ular research design. This empirical approach uses experiments on
datasets through algorithms or expert systems (Carter & Ragsdale, 2002;
Li et al., 2018; Helberger et al., 2020). The popularity of this research
design is much attributed to the technical nature of the AI advertising

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J. Ford et al. Journal of Business Research 166 (2023) 114124

Fig. 4. Research contexts and themes in AI advertising.

Fig. 5. Characteristics (variables) in AI advertising.

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J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 5 2022) and consumer perspectives of AI advertising in general (Wu &

Research design characteristics. Wen, 2021; Wu et al., 2021). For instance, Bakpayev et al. (2020)
Methodology/Sample # % investigate the role of appeal and orientation on attitudes toward ad­
vertisements and purchase intentions. The study finds that the cognitive
Empirical Approach
Quantitative and rational appeal of AI and human-generated ads is received positively
Survey 10 13.5 by consumers. However, emotional and hedonic appeals require a
Experiments 7 9.5 human touch, and AI-generated ads are received with relatively less
Computational Research 17 23 enthusiasm.
Qualitative
Interviews 2 2.7
Similarly, Deng et al. (2019) and Vakratas and Wang (2020) propose
Case Study 2 2.7 a methodology to generate smart ads and enhance advertisement crea­
Delphi 1 1.3 tivity. Lastly, generative adversarial networks (GANs) have gained
Conceptual 32 43.2 immense popularity among consumers and advertisers due to the
Review Paper 1 1.4
development of generative AI. The advertising field rapidly evolves,
Mixed Method 2 2.7
Sampling Method offering new challenges and opportunities for marketers, researchers,
Convenience 6 35.3 and consumers. The articles in this cluster provide valuable insights into
Judgment 2 11.8 these innovations, which can guide academia and industry through this
Random 8 47 transformation of the advertising landscape.
Quota 1 5.9
Type of Sample
Cluster 2: Computational advertising
Students 6 35.3 This is the largest cluster, with 19 articles that study the computa­
Non-Students 8 47 tional methods employed in advertising. Computational advertising uses
Not Specified 3 17.7 AI applications such as predictive modeling, programmatic advertising,
algorithms, and machine learning to automate advertising functions and
field. Other quantitative methods employed in these studies include optimize campaigns. These technologies collect vast amounts of data,
surveys (n = 10) and experimental designs (n = 7). Six studies use only such as user behavior and product information, for personalized ad
college students, while eight employ non-student samples. The random creation and effective targeting. The articles in this cluster offer insights
sampling method (n = 8) is most often used in these studies, followed by into various computational methods and their role in advertising, such
convenience (n = 6), judgment (n = 2), and quota (n = 1) sampling. as programmatic creative (Chen et al., 2019), ad performance evalua­
Four qualitative studies were conducted in the analyzed articles, tions (Yu et al., 2020), location-based targeting, algorithms for mobile
including in-depth interviews (n = 2), case study methods (n = 2), and advertising, consumer profiling (Neumann et al., 2019), and chatbot
the Delphi method (n = 1). Other types of articles include editorials (n = advertising (van dan Broeck et al., 2019).
3) that are themed or special issues on AI Advertising (Li, 2019; Huh & This cluster has an equal mix of studies employing computational
Malthouse, 2020; Rodgers, 2021) and one systematic literature review and conceptual methodology. Malthouse et al. (2019) unify program­
(Viktoratos & Tsadiras, 2021). Lastly, only one study employs mixed matic advertising with recommender systems and develop an algorithm
methods to understand how consumer personality prediction through AI to deliver sponsored content recommendations. Similar algorithms are
can enhance advertisement effectiveness through surveys and in­ developed for functions such as consumer profiles (Neumann et al.,
terviews (Shumanov et al., 2021). 2019), traditional media like television (Guitart et al., 2021), and mobile
advertising (Li & Du, 2012). Chen et al. (2019) extend programmatic
5. Researcher frontiers in AI advertising advertising phenomena by introducing a component of programmatic
creative that automates ad creation, buying, and placement. Liu-
Table 6 summarizes the contexts or themes based on clusters that Thompkins et al. (2020) and van Noort et al. (2020) propose measures to
emerged through bibliographic methods. The bibliographic coupling of plan and automate brand-generated content in computational adver­
articles analyzed in the study was performed with references as a tising, while Arujo et al. (2020) discuss brand consumer experiences in
coupling measure. This method helps identify research fronts based on the same context. Lastly, Zimand-Sheiner and Earon (2019) conducted a
the co-citation relationship of articles. The articles that cite other work qualitative investigation with top and medium-level managers to un­
are grouped for the related subject matter. This method is considered derstand the disruptions caused by computational techniques in account
more effective than other co-citation methods that primarily rely on planning.
citations, while coupling uses references to measure, which helps The articles in this cluster provide a comprehensive understanding of
ascertain the overlap and strength of relationships between the research the computational landscape and offer insights into its opportunities and
focus of articles (Boyack & Klavans, 2010; Donthu et al., 2022; Lim et al., challenges (Helberger et al., 2020; Yun et al., 2020; Huh & Malthouse,
2023). 2020; Malthouse & Copulsky, 2022).
Based on this analysis, four clusters emerged, setting out research Cluster 3: Programmatic advertising
fronts in AI advertising literature. The clusters are named according to Cluster 3 comprises 14 articles with a research focus on program­
researchers’ cognition and collective opinion; however, normalized LCS matic advertising, which has gained enormous popularity as an AI
indicates the closeness of the article to the clusters helping identify advertising process in recent years. It is a part of computational adver­
themes (Andersen, 2019). tising which automates media buying and allows dynamic ad placement,
Cluster 1: AI-driven innovations in advertising increasing efficiency and advertisement performance. Samuel et al.
This cluster comprises 18 articles exploring AI-driven innovations (2021) discuss programmatic advertising as a phenomenon and its
and how they transform advertising. Over 50% of these articles are processes, consumer concerns, and apprehensions due to personaliza­
conceptual or editorial articles that introduce, define, and critique AI tion. The enhancement of programmatic advertising increases users’
advertising and provide directions for future research (Kietzmann et al., privacy concerns which Palos-Sanchez et al. (2019) confirm; however,
2018; Li, 2019; Rodgers, 2021; Coffin, 2022). The understanding of AI the longitudinal study does not find this effect to increase over time.
advertising from these articles is further extended by other articles Similar studies develop methodology and examine search (Gong et al.,
which explore various innovative aspects where AI can be used. These 2017) and display advertising (Miralles-Pechuán et al., 2018) to opti­
include smart advertising (Qin & Jiang, 2019), manipulated advertising mize advertisement performance which further depends on ad relevancy
(Campbell et al., 2021), programmatic creative (Bakpayev et al., 2020), (Kononova et al., 2020) and consumer motivations (Lee & Cho, 2020).
automated ad generation (Deng et al., 2019), deepfakes (Campbell et al., The articles in this research context also focus on website advertising

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J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 6
Research frontiers in AI advertising.
Cluster 1- AI-driven advertising innovation Cluster 2- Computational advertising (CA)

Article Research Focus Article Research Focus

Kietzmann et al. (2018)
Li (2019)
Bakpayev et al. (2020)
Qin and Jiang (2019)
Rodgers (2021)
Watts and Adriano (2021)
Deng et al. (2019)
Vakratas and Wang (2020)
Wu and Wen (2021)
Salminen et al. (2022)
Diwanji et al. (2022)
Campbell et al. 2022
Coffin (2022)
Goor et al. (2022)
Rodgers and Nguyen (2022)
Wu et al. (2021)
Campbell et al. (2022)
Ha et al. (2020)
Cluster 3- Programmatic advertising (PA)
Article
Gonzalvez et al. (2016)
Mcafee (2011)
Ghose and Todri-
Adamopoulos (2015)
Qin et al. (2017)
Ge et al. (2021)
Asad et al. (2021)
Rafieian and
Yoganarasimhan (2021)
Lee and Cho (2020)
Gharibshah et al. (2020)
Kononova et al. (2020)
Gong et al. (2018)
Li et al. (2018)
Miralles-Pechuán et al.
(2018)
Palos-Sanchez et al. (2019)
AI applications in advertising across consumer decision-making Helberger et al. (2020) Critical actors in the new computational
process advertising ecosystem
Editorial introducing AI advertising Chen et al. (2019) Introduces Programmatic Creative
Consumer Evaluations of programmatic creative van Noort et al. (2020) Computational Model for personalized ad
delivery
Steps involved in the AI Advertising process Yun et al. (2020) Automated ad measurement for CA
Editorial elaborating on promises and perils of AI advertising (AI Araujo et al. (2020) Customer Engagement in CA
influencers, creativity, algorithm bias)
Algorithmic bias in AI advertising Huh et al. (2020) Future directions in CA
Automated personalized ad generation Liu-Thompkins et al. Role of Users in CA
(2020)
AI-based Creative Advertising System (CAS) Malthouse et al. (2019) Integrating automated ad platforms with
recommender systems
Consumer Perceptions of AI-generated Advertisement Li and Du (2012) Mobile advertising system for ad optimization
Human agency and Google Ads’ feature changes Kietzmann et al. (2021) Generative Adversarial Networks
Programmatic Advertising Malthouse and Insights on AI advertising for scholars, students,
Copulsky (2022) and practitioners
Deepfakes and Manipulated Advertising Strycharz and Segijn Consumer perceptions of dataveillance and its
(2022) impact on their responses
Ontological, Technical, and Ethical Consequences of AI Advertising Ciuchita et al. (2022) Implications of PA for Retailers
AI impact on creativity Viktoratos and Tsadiras A systematic review of articles on personalized
(2021) advertising
Ethical Intelligent Advertising Guitart et al. (2020) Programmatic television ad placement strategies
Twitter Conversations about AI Advertising Lee and Cho (2020) Key trends in digital advertising- AI, data-driven
marketing, and big data
Deepfakes and Manipulated Advertising Neumann et al. (2019) Audience identification and ad optimization
Visually mismatched content and detection model van dan Broeck et al. Consumer perceptions of chatbot-initiated
(2019) advertising
Cluster 4- Ad Effectiveness in AI Advertising
Research Focus Article Research Focus
Case study and algorithm for ad optimization in PA Shumanov et al. (2021) User personality and Ad message congruency for
ad effectiveness
Internet advertising exchanges, their design, and learning Matz et al. (2019) Image appeal and consumer personality
externalities
Evaluation of digital advertising attribution model Roy et al. (2017) TSM Algorithm for trust measurement
Real-time bidding and market segmentation Huh et al. (2020) Viral advertising diffusion
Precise ad placement and effect evaluation
AI framework for identifying features that increase ad viewability
User privacy and regulation of mobile in-app advertising
Smart speaker advertisement effectiveness, user motives, and
parasocial relationship
User interest and behavior modeling
Ad effectiveness due to the ratio of relevant and irrelevant content
exposure
Keyword ambiguity in search advertising
Ad inventory allocation in PA
Digital advertising and algorithmic ad optimization
Privacy concerns of PA

(Asad et al., 2021), display advertising (Ghose and Todri-Adamopoulos,
2015).
Cluster 4: Ad effectiveness in AI advertising
The last and smallest cluster includes four articles that use compu­
tational methods to optimize and increase an understanding of the
effectiveness of various AI advertisements. Shumanov et al. (2021)
conducted a mixed-method study to evaluate advertisement effective­
ness of ads delivered based on AI-predicted personality. Similarly, Matz
et al. (2019) use a computational approach to assess image appeal in
advertising. Huh, et al. (2020) studied the phenomena of viral ad
diffusion and showed that consumers with high source trust positively
contribute to viral advertisements and engage with them. Lastly, Roy
et al. (2017) developed a trust score algorithm for social media (TSM)
for advertising practice to measure users’ trust scores and support that
Advertiser trust and Sender trust positively affect advertisement
effectiveness.
6. Future research directions and guidelines
AI applications in advertising have significantly increased in the past
few years. While AI is not a novel technology, its application in adver­
tising is relatively recent and is evolving rapidly. Today, AI performs and
automates various functions such as ad optimization, scheduling, media
buying, automatic ad creation, and personalization. This review pro­
vides an overview of AI advertising literature and offers insights on
various developments to guide research and practice in the field. This
review and analysis of AI Advertising literature, research themes
emerging from the bibliographic coupling, and TCCM framework anal­
ysis call attention to future research avenues and provide practical
guidelines to inform practitioners. These guidelines will help marketers
make informed decisions while incorporating AI into their promotion
mix. The research questions and guidelines in Table 7 are derived from
the articles analyzed in the review through manual coding. Two expert
advertising professors analyzed, organized, and refined these research

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J. Ford et al. Journal of Business Research 166 (2023) 114124

Table 7
Future research directions and guidelines.
Area Sub-area Research questions Guidelines

AI-driven innovations in AI advertising integration,
advertising evaluation, and measurement
Computational Personalization, privacy,
advertising creativity, and blockchain
Programmatic Programmatic Creatives and
advertising (PA) Legal and ethical concerns of
PA
Ad effectiveness of AI AI-generated advertisements
advertising and consumer appreciation
Innovativeness and Effect of Age on consumer
service adoption among innovativeness and
vulnerable advertisement effectiveness
Ethical considerations Privacy concerns
Manipulated advertisements
Algorithm discrimination and
bias
Methodology Employing mixed methodology
Theories Development of new theories
1. How can novel AI advertising applications be
integrated with existing marketing systems?
2. How to evaluate and measure the performance of
AI-generated and delivered content?
3. How can AI be used in voice-activated
advertising and optimize these campaigns?
1. How to balance personalization and privacy
concerns to enhance user experience in advertising?
2. How to integrate blockchain in computational
advertising to improve transparency and
accountability of advertising campaigns and
prevent ad fraud?
3. How to create programmatic creative that
resonates with users at an emotional level?
1. How can congruency of programmatic creative
with brands’ IMC goals be ensured?
2. How to ascertain hyper-personalized data’s legal
and ethical utilization?
3. How to measure profitability and privacy
concerns of consumers for programmatic
advertising
1. How to increase the effectiveness of AI-generated
copies?
2. How to enhance the appeal and increase
consumer appreciation for AI advertising
3. How to decrease the perceived intrusiveness of AI
advertising to increase its perceived usefulness and
helpfulness?
1. How do these generations perceive AI-generated
and delivered advertisements?
2. How can adopting AI advertisements be
increased among vulnerable consumer groups by
optimizing automated ad creation and delivery?
1. How does privacy concern affect the
programmatic advertising effectiveness?
2. How can advertisers acknowledge and address
privacy and data security concerns of highly
personalized advertisements
1. Which factors are essential to detect manipulated
advertisements?
2. What role should regulators play in protecting
consumers from persuasive, manipulated
advertisements?
1. How can algorithm bias be removed while
delivering advertisements to diverse consumer
profiles?
2. What are the different interpretations of
intersectionality and power relations in the AI
discourses?
1. How to study more extensive uses of AI
Advertising using mixed methodology?
1. Which constructs from varied disciplines can be
borrowed to study AI Advertising?
2. What theories can be used to build a new theory
of AI Advertising?
1. Advertisers must regularly experiment with novel AI
advertising innovations and incorporate them for more
effective marketing campaigns.
2. Advertisers must be committed to preventing ethical
concerns related to data quality and security in their AI
advertising strategies.
1. Embrace computational advertising in their strategies to
increase effectiveness and returns on investment.
2. Regularly monitor and update algorithms to keep them
effective and prevent ethical concerns such as algorithm
bias.
3. Enhance programmatic creativity by using AI to generate
ad copies and creative to capture consumers’ attention.
1. Employ PA in advertising functions for more effective ad
delivery and multi-channel marketing
2. Regularly evaluate the ad performance and assess PA
platform affordances to choose the best.
3. Test and experiment with different bidding strategies
and creatives for optimization, as there is no one-size-fits-
all approach.
1. AI Advertising creates more effective and engaging ads
but may produce intrusive and manipulative content.
Advertisers must regularly monitor and take steps to
mitigate this to maintain advertising effectiveness.
2. Advertisers must embrace AI as a tool for increased
capabilities and not replace human expertise. Human
creativity is crucial to maintain the effectiveness of ad
campaigns.
1. Advertisers must pay attention to potential biases in AI-
generated ads that may trigger vulnerabilities.
2. Firms must identify vulnerable consumer segments
among their consumers and understand their unique needs
and concerns.
1. Be more transparent about how AI is used in advertising
and avoid bias and privacy violations.
2. Invest in user education by providing information and
FAQs about how their data is used and personalization’s
benefits.
1. Develop robust verification systems to identify and flag
manipulated AI-generated advertisements.
2. Provide accessible channels to users for reporting any
suspected manipulation.
1. Train AI with diverse and representative datasets to
minimize the risk of bias.
2. Develop rigorous monitoring protocols and mitigation
steps in case of discrimination by AI.

directions to guide researchers and practitioners in this area effectively. academia.

First, AI-driven innovations in advertising have considerably
increased in recent years. AI is not limited to manual, automated tasks
such as content testing or bidding. Today AI is used in every primary
advertising function, including ad generation, copywriting, image gen­
eration, ad auctions, ad delivery, and optimization (Kietzmann et al.,
2018; Qin & Jiang, 2019; Wu & Wen, 2021). However, the consumer
perception and attitude towards these AI-delivered ad functions remain
underexplored. The research should complement these advancements
by investigating how consumers perceive and respond to AI advertising
innovations. The field is expeditiously transforming with developments
like the metaverse and generative AI. As these AI applications become
more intelligent, more AI-driven advertising innovations will be iden­
tified, providing opportunities and posing challenges for industry and
Future research should focus on incorporating these AI advance­
ments in academic research, assessing their effectiveness, and providing
insights to optimize advertising campaigns using these technologies.
Some existing innovations include generative adversarial networks
(GANs), chatbots, virtual assistants, and programmatic creative and
computational advertising. Lastly, AI cannot operate as a standalone
entity in the advertising landscape. Future research should also consider
strategies to incorporate and integrate AI with existing marketing
functions, including emerging functions such as XR and blockchain.
Advertisers should stay informed of these innovations, experiment with
them, and assess the capabilities and limitations of AI to create more
effective advertising campaigns. Ethical considerations, data quality,
and security commitment must be paramount while adopting AI

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J. Ford et al.
advertising.
Second, computational methods have revolutionized the advertising
landscape completely, including digital and conventional advertising
mediums. Future research should focus on developing new algorithms
and techniques for better targeting and personalization (van Noort et al.,
2020; Deng et al., 2019). The privacy-personalization paradox continues
to be a challenge for advertisers. Future research must focus on finding
the right balance for better personalization while calming consumer
apprehensions of privacy through transparent and secure processes
using computational methods. Chatbots and other conversational in­
terfaces powered by computational techniques create interactive plat­
forms for advertisers, brands, and consumers to interact (van dan Broeck
et al., 2019). Twin-facet research is required to understand how users
interact on these platforms and how these platforms can be enhanced
further for better user experiences. Programmatic creativity remains an
underexplored area despite its immense potential for practice.
Moreover, while these computational methods develop rapidly,
measurement systems should be upgraded and innovated further to
evaluate them (Samuel et al., 2021) effectively. Practitioners must
leverage the power of AI and machine learning and embrace computa­
tional advertising for their promotional strategies to optimize their
campaigns and increase returns on investment. While using algorithms
for various advertising functions should also be regularly monitored and
updated to keep them effective and ethical.
Third, programmatic advertising, which has automated different
advertising functions (Chen et al., 2019; Yun et al., 2020), has garnered
significant interest in research and practice. While the growth of AI
applications in digital advertising is attributed to programmatic adver­
tising, more studies are required to understand how advertisers can
employ AI more effectively to perform these functions more intelligently
(Diwanji et al., 2022). Research should continue providing advertisers
with better ways to enhance programmatic advertising functions such as
optimization, automated ad scheduling, and media mix modeling.
Creativity dilution remains crucial as this advertising type is highly data-
driven (Vakratas & Wang, 2020). Research and industry efforts must be
unified to evaluate AI advertising creativity and ideate strategies to
make AI more creative. Advertisers must employ programmatic adver­
tising for more effective advertisement delivery and optimize cross-
channel and multi-device marketing. They must stay informed of
various developments in this space, choose the right platforms by
assessing their affordances, maintain creative elements to complement
data centricity, and regularly measure and monitor ad performance.
Fourth, advertisement effectiveness has always remained a promi­
nent research area in advertising (Eisend & Tarrahi, 2016; del Barrio-
Garcia et al., 2020; Shumanov et al., 2021). Studies in AI advertising
cover various formats such as programmatic, chatbots, online, and
display advertising. However, there is a need to substantiate the findings
of these studies and extend the knowledge about how advertisement
effectiveness can be further improved by enhancing their various
advertising functions. The adverse effects of AI advertising are another
area that needs further exploration (del Barrio-Garcia et al., 2020).
Furthermore, there are apprehensions about the use of AI among con­
sumers and advertisers, and trust plays an essential role in user adoption
and reception of AI advertising (Roy et al., 2017; Huh et al., 2020).
Studies also show consumers’ fears and reservations about AI adver­
tising due to privacy concerns and manipulated ads (Smith, 2018; Kim
et al., 2021; Palos-Sanchez et al., 2019). Also, AI and its algorithms have
risks related to discrimination and bias (Lambrech & Tucker, 2019;
Dalenberg, 2018). Future studies should address these ethical consid­
erations regarding the use of AI in advertising. Furthermore, due to
automation and AI applications, advertisers and communication pro­
fessionals are apprehensive and fear the loss of jobs due to AI. The effect
of AI on this issue also calls for attention from researchers.
Finally, advertisers must be more sensitive in creating AI-generated
and delivered ad campaigns for vulnerable consumers (Lee & Cho,
2020). AI may cause biases that trigger their vulnerabilities, leading to
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Journal of Business Research 166 (2023) 114124
avoidance or alienation. Age also significantly influences consumer
innovativeness and service adoption (Hwang et al., 2019). As the
average age is increasing in several developed nations, future research is
required to evaluate the reception of AI-generated advertisements by the
Silent Generation, baby boomers, and Gen X and how the adoption of
these ads can be increased among them.
Some additional findings from this literature review also demand
researcher attention. Most articles in this area are quantitative (46%)
and conceptual (43.2%), followed by qualitative (6.7%) studies.
Regarding methodology, studies with mixed methods are further
required to build our understanding of AI applications in this field and
help the industry in the more extensive and effective use of AI. More
exploratory and confirmatory studies are also required to understand
how AI advertising strategies can be planned to aid the industry.
Furthermore, only twelve articles are included in the review where
theory is used in research. While the technology is new, its applications
and audiences remain the same. Thus, a more theoretically grounded
study is required in AI advertising. There is scope for developing new
theories for AI advertising. Due to the interdisciplinary nature, these
new theories can be created by borrowing constructs from theories in
Advertising, Sociology, Psychology, Communication, Information
Technology, and other related areas. Also, the advent of new technolo­
gies such as 5G, IoT, AI influencers, generative AI, the metaverse, and
NFTs (Ma, 2021; Dwivedi et al., 2022) provides more opportunities for
research in this space. The growing ethical concerns and legislation
related to data security pose challenges for AI advertising, which require
increased attention from academia and practice to improve the adver­
tising ecosystem.
7. Conclusion
Advertising has evolved phenomenally in the last few decades, and
the application of AI in this area can bring even more radical changes.
This article mapped the AI advertising research using bibliometric and
framework-based literature analyses. The papers were collected from
1990 to 2022, and biblioshiny in the R package was used to analyze the
articles. Descriptive data analysis showed that though the research in
this area can be traced back to the last few decades, the interest in AI
advertising has grown substantially since 2018. The Journal of Adver­
tising contributed the highest number of articles. However, there are no
dominant authors in this area. Based on network analysis, Jisu Huh has
published the highest number of articles and cited the highest number of
articles in AI advertising literature (LCS). Keyword analysis was per­
formed by curating the most frequently used keywords, which showed
big data, artificial intelligence and advertising, programmatic, online
advertising, advertising effectiveness, and personalization as dominant
keywords indicating the techno-functional orientation of the field. The
research fronts were identified through a bibliographic coupling anal­
ysis, and three clusters emerged from it, programmatic advertising and
automation, ad planning and engagement, advertising effectiveness, and
trust in AI advertising. The TCCM framework helps classify AI adver­
tising literature into four components and provides an overview of
theory, context, characteristics, and methodology. The theories are
scarcely used in only thirteen articles from psychology, technology,
mass communication, and sociology, depicting the lack of theoretically
underpinned studies in the literature. Future research directions have
been provided based on these research contexts and overall literature
analysis. Eleven research contexts were identified based on AI usage in
advertising, including optimization, attribution, ethics and privacy,
personalization, and recommendation. The characteristics section
highlights various variables (independent, dependent, mediating, and
moderating) used in AI advertising literature and explains their re­
lationships. Lastly, the methodology section discusses different research
designs, sampling methods, and sample types used by the articles
included in this study.
This review provides an overview of research in AI advertising and
J. Ford et al.
showcases its evolution and recent advancement. The articles were
searched robustly using Web of Science, Scopus, and Google Scholar to
include all the relevant research in this area. Still, there is always a
chance that some studies in this area were not identified. Despite the
limitations, this article has mapped research in AI advertising and pre­
sented a quantitative and qualitative analysis of pieces of this area. As
the investigation develops further, a more structured literature review of
this area will help provide a more comprehensive assessment in the
future, which will further help academia and practitioners.
Lastly, this article is the first hybrid review performing bibliometric
analysis and framework-based methods in AI advertising and will help
researchers map the evolution of this literature. It allows authors assess
this area’s conceptual, intellectual, and thematic structures. This over­
view of research also provides various future research directions, which
will help researchers further advance the literature and enable mar­
keters to prepare their AI advertising strategies. As the field further
develops, it is imperative for advertising researchers and practitioners to
adopt a holistic perspective that balances innovation, creativity, per­
formance, and ethical considerations of AI advertising. This collective
effort should focus on harnessing emerging technologies’ power to
consistently improve the advertising landscape and provide trans­
formative experiences to consumers and brands.
CRediT authorship contribution statement
John Ford: Supervision, Project administration, Conceptualization,
Data curation, Formal analysis, Investigation, Methodology, Resources,
Software, Validation, Visualization, Writing - original draft, Writing -
review & editing. Varsha Jain: Supervision, Conceptualization, Data
curation, Formal analysis, Investigation, Methodology, Project admin­
istration, Resources, Software, Validation, Visualization, Writing -
original draft, Writing - review & editing. Ketan Wadhwani: Software,
Methodology, Formal analysis, Data curation, Resources, Validation,
Visualization, Writing - original draft, Writing - review & editing.
Damini Goyal Gupta: Software, Methodology, Formal analysis, Data
curation, Resources, Validation, Visualization, Writing - original draft,
Writing - review & editing.
Declaration of Competing Interest
The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
the work reported in this paper.
Data availability
Data will be made available on request.
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International Journal of Advertising, 1–18.
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Dr. John Ford After earning his M.B.A degree in Marketing from the University of Georgia advertising, and digital marketing.
in 1983, Professor John B Ford received his Ph.D. in Business Administration in 1985 from
the same university. He has addressed global advertising strategies, cultural mistakes and
Mr. Ketan Wadhwani is a first-year FPM scholar at MICA, Ahmedabad. He has completed
how to rectify them, sensitivity to various cultures in a workplace, and charitable orga­
his MBA (Marketing) from Nirma University, Ahmedabad. His research interest lies in
nisations in a number of seminars. Some highlights of his works are perceptions and in­
digital marketing and advertising. In the past, he has worked with United Nations In­
tentions to purchase, influence of storytelling on emotions, donor perceptions and their
dustrial Development Organization (UNIDO) as a Project Assistant.
impact on donations, portrayal of gender roles in advertising, nostalgia, cross-cultural
studies, marketing strategies and competitive advantages, celebrity endorsement,
nostalgia, risk-taking, decision-making, and many more. Leading journals such as the Ms. Damini Goyal Gupta, PGDM (Marketing), IMT Nagpur, is an FPM Scholar at MICA,
Journal of Business Research, Journal of Advertising, Journal of Consumer Marketing, Ahmedabad, India, in her third year. Her research interests are at the intersection of digital
International Marketing Review, International Journal of Production Research, Business marketing, advertising, consumer behavior, and luxury branding. Damini has published in
Horizons, and several others have published his works. His work has been celebrated by marketing journals such as the Journal of Macromarketing and Marketing Intelligence and
the most exemplary personalities in the academic field. In 2012, Professor Ford received Planning. Damini is a recipient of several awards for her research accomplishments,
the prestigious Harold W. Berkman Outstanding Service Award by the Academy of Mar­ marketing campaigns, and activations, including “Researcher Award 2021” – first-year
keting Science. He has received the Best Paper Award quite a few times from a range of doctoral program, MICA, India.
acclaimed journals. Recently in 2017, he assumed the role of Editor-in-Chief, Journal of

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