Artificial Intelligence in Advertising Creativity

Vakratsas, Demetrios; Wang, Xin

doi:10.1080/00913367.2020.1843090

Cited by 45 publications

(15 citation statements)

References 28 publications

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“…The outcomes related to production include such factors as creative production (e.g., Balietti & Riedl, 2021;Lee et al, 2003), product creativity (e.g., Alves et al, 2021;Hsueh et al, 2021;Vitrano et al, 2021), product/service innovation (e.g., Ogbeibu et al, 2020;Ogbeibu et al, 2021;Weingarten et al, 2020) and advertising creativity (e.g. Lies, 2021;Shen et al, 2020;Vakratsas & Wang, 2020).…”

Section: Mediating and Moderating Variablesmentioning

confidence: 99%

“…It is impossible for narrow AI to assess the value of novel ideas, especially transformational ones, because such ideas are often difficult to evaluate without prior knowledge (Vakratsas & Wang, 2020). Hence, humans are needed to either enable advertising executives to evaluate the fitness of creative concepts or pretest them on a sample of consumers (Vakratsas & Wang, 2020).…”

Section: Narrow Aimentioning

confidence: 99%

“…They found that human creative expertise results in logos that are more expressive and differentiated than those produced by AI. Furthermore, Vakratsas and Wang (2020) proposed a system for generating and testing creative ideas in advertising. The authors explained that the goal of AI creativity is to enhance human creativity.…”

Section: Characteristicsmentioning

confidence: 99%

“…So far, limited attempts have been made to explore the potential of AI for aiding creativity in the field of marketing (e.g.,Botega & da Silva, 2020;Vakratsas & Wang, 2020). There is thus a need for future research to explore the potential of AI for aiding creativity in areas such as brand management, promotion, retailing, content marketing, F I G U R E 7 An organizing framework for creativity in marketing and AI.…”

mentioning

confidence: 99%

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Toward advancing theory on creativity in marketing and artificial intelligence

Ameen

Sharma

Tarba

et al. 2022

Psychology and Marketing

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Creativity has been identified as the future of marketing; at the same time, artificial intelligence (AI) is enabling more automation in this field. The theories and frameworks in the literature have not yet sufficiently explained the impact of AI on creativity in marketing. Hence, this research aims to advance theories on creativity in marketing and AI by conducting a comprehensive review of the literature. Our review covers 156 papers published between 1990 and 2021, compiled on the basis of the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and the theory-contextcharacteristics-methodology framework. We advance theory in the field byproposing a new organizing framework to guide the integration of the identified themes and synthesize the antecedents, dimensions, and outcomes of creativity in marketing and AI. Furthermore, to assist academics and practitioners we propose a typology of the key skills required for creativity in marketing and the impact of specific AI capabilities on these skills. This article serves as a foundation for researchers by providing a holistic understanding of the integration of AI into creativity in marketing.

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Section: Mediating and Moderating Variablesmentioning

confidence: 99%

Section: Narrow Aimentioning

confidence: 99%

Section: Characteristicsmentioning

confidence: 99%

mentioning

confidence: 99%

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Toward advancing theory on creativity in marketing and artificial intelligence

Ameen

Sharma

Tarba

et al. 2022

Psychology and Marketing

View full text Add to dashboard Cite

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“…Consumer's unstructured and freely written online comments at various blogs like Twitters, Facebook and other social media channels are very valuable for companies in improving their products. The application of AI in advertising has emerged the concept of “smart advertising” (Vakratsas and Wang, 2020 ). AI technology has restructured the advertising process (Qin and Jiang, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

Employing Natural Language Processing as Artificial Intelligence for Analyzing Consumer Opinion Toward Advertisement

2022

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With the advent and integration of technology in business, marketers started investing in numerous media platforms to influence the consumer's sentiments. Artificial intelligence has been proved as one of the innovative tools of digitalization to change consumer's media habits. Owing to the growing trends of e-commerce, the traditional advertising model is insufficient. Therefore, advertisers are taking advantage of artificial intelligence technology to meet current requirements. Thus, a deeper understanding of product advertisement with reference to consumer sentiments and its implications need to be established. The current research depicts the contribution of artificial intelligence to analyze the consumers' attention, cognition, and emotion. The target product was Samsung Galaxy. Researcher of the current study has employed Think-aloud procedure for data analysis. Tweets dataset was divided into 2 categories. For international consumers' sentiments 30,877 tweets whereas for Pakistani consumers' sentiments tweets dataset was 26,834. For data analysis, authors used Nvivo for generating theme. The Nvivo produced word cloud. The word cloud generated with Pakistani tweets revealed that consumer attachment with Samsung product is based on emotional and attention and the preferred features of Samsung products are linked with emotional and attention. In contrary to that rest of the world tweets unfolded that emotion, attention, and cognition make consumer preferences while selecting Samsung products. This study is useful to the cellular companies for targeting across the world population. The consumer preference varies while selecting cell phones. This study will provide a better idea to cell phone companies for manufacturing consumer oriented cell phones to get better results. Moreover, future research should add more countries separate data and generate a comparative study between developed countries consumer and developing countries consumer preferences. In addition to companies with better insights of consumer can highlight the most attractive features of cell phone in their advertisements.

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