AI Agents in the Advertising Industry

Adesina, Toheeb (2025): AI Agents in the Advertising Industry. Published in: Journal of Marketing

Abstract

This research investigates how artificial intelligence (AI) agents function in the advertising sector. It focuses on the transformation, applications, benefits, and concerns of Artificial Intelligence (AI) in the new era of marketing. The research used secondary data from industry reports, academic studies and case studies, on how AI agent enhances ad targeting, campaign optimization, personalization, and predictive analysis.

The main conclusions show that AI agents significantly increase productivity and customer engagement, but there are still issues with algorithmic biases and data privacy. The study highlights the need for a well-rounded strategy for implementing AI, supporting both innovation and moral considerations. To improve the advertising ecosystem, these insights are meant to help marketers and legislators use AI responsibly.

• Item Type: MPRA Paper
• Language: English
• Keywords: Advertising, Marketing, Artificial intelligence, Machine learning, AI-powered advertising, Programmatic advertising, Personalization, Predictive analytics, Consumer engagement, Chatbots, Innovation
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

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