Artificial intelligence in advertising: a systematic review of the 2020-2024 decade
DOI:
https://doi.org/10.47058/joa11.4Keywords:
Machine Learning, Ad personalization, Communication, Algorithmic ethics, Advertising strategiesAbstract
This study aims to explore the impact of artificial intelligence on advertising applied in companies during the period 2020 - 2024. A methodology based on the review of scientific literature published in Scopus and Web of Science was used to identify trends, advancements, and changes in the use of artificial intelligence for executing advertising strategies. Using the PRISMA methodology, 20 relevant research articles addressing the role of artificial intelligence in advertising were selected and analyzed. The results indicate that artificial intelligence has a significant impact on advertising by enabling more precise and personalized communication with consumers. Advances in machine learning and neural networks have improved the effectiveness of advertising campaigns. However, challenges persist regarding consumers' perception and acceptance of artificial intelligence, highlighting the need to address ethical and privacy issues. The findings underscore the importance of adapting AI strategies to the emotional needs and awareness levels of consumers to maximize their effectiveness.
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