生成人工智能时代的数字广告

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2023-07-03 DOI:10.1080/10641734.2023.2243496

T. Baek

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引用次数: 1

摘要

摘要人工智能（AI）正在显著重塑广告行业的品牌内容交付和消费者参与度。以ChatGPT为例的生成型人工智能预计将对全球所有数字广告领域产生重大影响。本特刊深入探讨了生成人工智能时代全球数字广告的未来趋势。本特刊中的研究文章涵盖了一系列不同的主题，从消费者对元宇宙和直播电子商务中人工智能生成的虚拟影响者的反应，到拟人化虚拟代理的影响，在线行为广告中的隐私问题，对人工智能驱动的种族亲和力定位的理解，以及在线游戏社区中关系纽带的作用。

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Digital Advertising in the Age of Generative AI

Abstract Artificial intelligence (AI) is significantly reshaping branded content delivery and consumer engagement in the advertising industry. Generative AI, exemplified by ChatGPT, is anticipated to have a substantial impact on all digital advertising domains worldwide. This special issue delves into the exploration of future trends in global digital advertising in the era of generative AI. The research articles within this special issue encompass a diverse array of topics, ranging from consumer responses to AI-generated virtual influencers in the metaverse and livestreaming e-commerce to the influence of anthropomorphic virtual agents, privacy concerns in online behavioral advertising, understanding of AI-driven ethnic affinity targeting, and the role of relational bonds within online gaming communities.

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来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量