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AI Agents in the Advertising Industry

Author

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  • Adesina, Toheeb

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.

Suggested Citation

  • Adesina, Toheeb, 2025. "AI Agents in the Advertising Industry," MPRA Paper 123413, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:123413
    as

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    References listed on IDEAS

    as
    1. Tinkler, Allan, 2023. "AI, marketing technology and personalisation at scale," Journal of AI, Robotics & Workplace Automation, Henry Stewart Publications, vol. 2(2), pages 138-144, December.
    2. Ma, Liye & Sun, Baohong, 2020. "Machine learning and AI in marketing – Connecting computing power to human insights," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 481-504.
    3. Biao Gao & Yiming Wang & Huiqin Xie & Yi Hu & Yi Hu, 2023. "Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization," SAGE Open, , vol. 13(4), pages 21582440231, November.
    4. Aurelie Merle & Sylvain Senecal & Anik St-Onge, 2018. "Miroir, mon beau miroir, facilite mes choix ! L’influence de l’essayage virtuel dans un contexte omnicanal," Grenoble Ecole de Management (Post-Print) hal-02308006, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Advertising; Marketing; Artificial intelligence; Machine learning; AI-powered advertising; Programmatic advertising; Personalization; Predictive analytics; Consumer engagement; Chatbots; Innovation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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