The Role of Artificial Intelligence in Targeted Advertising

Abstract

This thesis explores the integration of Artificial Intelligence (AI) in online marketing, seeking to bridge theoretical knowledge with practical insights to understand AI's role in targeted advertising. Theoretical frameworks, derived from existing literature and expert opinions, serve as the foundation for comprehending AI's potential impact and challenges in marketing. These frameworks emphasize key concepts such as personalization, efficiency, scalability, and ethical considerations. On the other hand, empirical findings are gleaned from real-world observations and data collected through interviews, surveys, and case studies. They offer valuable insights into the actual utilization of AI, its effectiveness, and the obstacles encountered by industry practitioners. Consistencies between theoretical and empirical findings reveal mutual agreement on certain aspects. Personalization and Efficiency emerge as pivotal factors, with both theories and real-world examples underscoring AI's capability to tailor marketing efforts and enhance operational efficiency. Ethical Concerns also feature prominently, with both academic discourse and empirical research addressing issues such as data privacy, bias, and transparency. Moreover, Scalability and Adaptability are recognized as crucial, with both sides acknowledging AI's capacity to expand marketing initiatives across platforms and adapt to evolving market dynamics. However, disparities exist between theory and practice. Real-world challenges, often overlooked in theoretical discussions, are brought to light by empirical research, exposing complexities related to data quality, integration, and organizational resistance. Ethical considerations may also exhibit more nuances in practice compared to theoretical discourse. Furthermore, while theory highlights AI's potential to improve customer experience, empirical evidence suggests mixed outcomes, with some customers embracing personalized experiences and others expressing concerns about privacy and manipulation. In conclusion, integrating theoretical insights with empirical findings provides a comprehensive understanding of AI's role in online marketing. By uniting theory with practical observations, marketers can develop well-informed strategies for leveraging AI effectively while navigating potential challenges and ethical considerations. This executive summary aims to provide a succinct overview of the thesis, shedding light on the complexities and opportunities associated with AI integration in online marketing. Through a holistic approach that combines theoretical frameworks with real-world insights, this research seeks to contribute to the ongoing discourse on AI-driven marketing practices and inform future endeavors in this dynamic field.

Datum der Bewilligung	2024
Originalsprache	Englisch
Betreuer/-in	Bojan Jozic (Betreuer*in)