Using AI to Personalise Emotionally Appealing Advertisement

Abstract

Personal data and information collected online by companies can be used to design and personalise advisements. This chapter extends existing research into the online behavioural advertising by proposing a model that incorporates artificial intelligence and machine learning into developing emotionally appealing advertisements. It is proposed that big data and consumer analytics collected through AI from different sources, will be aggregated to have a better understanding of consumers as individuals. Personalised emotionally appealing advertisements will be created with this information and shared digitally using pragmatic advertising strategies. Theoretically, this chapter contributes towards the use of emerging technologies such as AI and Machine Learning for Digital Marketing, big data acquisition, management and analytics and its impact on advertising effectiveness. With customer analytics making up a more significant part of big data use in sales and marketing and GDPR ensures data are legitimately collected and processed, there are practical implications for Managers as well. Acknowledging that this is a conceptual model, the critical challenges are presented. This is open for future research and development both from academic, digital marketing practitioners and computer scientist.

Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy

“…Consumer awareness of personalised targeting through extracted data alter consumers' responses to online behavioural advertisements (Aguirre et al, 2015). Also, Humans beings may be difficult to monitor and observed (Mogaji et al, 2018). Their browsing history may not be a true reflection of their personality and what appeals to their emotions.…”

The implications of artificial intelligence on the digital marketing of financial services to vulnerable customers

“…In tandem with the growth of digital marketing, the increased prevalence of mobile devices and internet technologies has contributed to the rapid growth of AI (Mogaji et al, 2020). Russell and Norvig (1995) define AI as 'anything that can be viewed as perceiving its environment through sensors and acting upon that environment through effectors' (p. 31) while Hayes-Roth (1995) define it as the 'reasoning to interpret perceptions, solve problems, [and] draw inferences and determinations' (p. 329).…”

“…It has become necessary to integrate AI into business practices because of the emergence of big data and advances in computing power (Haenlein and Kaplan, 2019). AI has enabled organisations to better understand their customers and effectively target them with personalised digital messages (Mogaji et al, 2020). Many financial service providers are therefore adopting AI to enhance their business practices (Dwivedi et al, 2019; Kumar et al, 2019; Haenlein and Kaplan, 2019).…”

A framework for integration of artificial intelligence into digital marketing in Jordanian commercial banks.

“…The term digital marketing stretches and exceeding the use of digital channels to comprehensive technologies for all stages of marketing processes that focus on acquiring and retaining customers. Add to that customer relationship management and brand building (Mogaji et al, 2020;Westpac, 2019;Yurdakul et al, 2017). Digital marketing also intends to adapt technology to satisfy customers and stakeholders (Mogaji & Erkan, 2019;Matar et al, 2020), in addition to combining digital marketing theories with the actual practice of marketing.…”