Master in Data-driven Marketing

The key drivers for advertising acceptance in the artificial intelligence realm
S M Abrar Hossain Asif (20220223)
Supervisor: Professor Paulo Rita

Context: As companies keep producing massive volumes of data annually, incorporating AI

is shifting from being a choice to being crucial for staying at the forefront (Rodgers,2021).
More and more marketers are using artificial intelligence (AI) to turn massive flow of
consumer-generated data into useful insights, as constant supply of data keeps growing in
volume, speed, variety, and accuracy (Kietzmann et al., 2018).
Research gap and objectives: Modern technological progress, especially in artificial
intelligence (AI) and machine learning, is reshaping the traditional landscape of advertising
and its content in a significant way (Campbell et al. 2020; Li 2019; Qin and Jiang 2019).
Present studies mostly focus on use and impact of AI in the advertising process (Qin and
Jiang 2019), broader uses of intelligent advertising in practice: advertising creativity with
diverse consumers (Chen, Wang, and Xie,2019), intelligent ad generation and its effect
(Wang et al. 2019), recommender systems targeting both customers and advertisers
(Malthouse et al. 2019), etc. However, literature on focused investigation into the specific
factors motivating acceptance or resistance is lacking, and this indicates a significant research
gap. This research will identify these key drivers, essential for both marketers and
policymakers to develop strategies that resonate with consumers in an increasingly AI-driven
advertising landscape. The research will be guided by the question: "What factors make
people more likely to accept or reject advertisements that use artificial intelligence?"
Methodological approach: This study uses advanced text mining techniques, including
Natural Language Processing (NLP), Latent Dirichlet Allocation (LDA), and machine
learning, to investigate factors influencing the acceptance of AI-driven advertising. By
analyzing a variety of written materials like social media posts and articles, the research aims
to provide detailed insights into the evolving landscape of AI-driven advertising acceptance.
The approach considers both sentiment and key influencing factors for a comprehensive
understanding, offering practical implications for marketers.
Expected results and contributions: This study uses text mining and machine learning to
explore factors influencing AI-driven advertising acceptance. Anticipated contributions
include nuanced insights into acceptance dynamics, offering practical implications for
marketers. The proposed methodology may serve as a replicable framework, contributing to
AI acceptance research and text mining methods.

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Bibliographical references:
Campbell, C., Sands, S., Ferraro, C., Tsao, H.-Y. J., & Mavrommatis, A. (2020). From data to
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https://doi.org/10.1016/j.bushor.2019.12.002.
Chen, G., Xie, P., Dong, J., & Wang, T. (2019). Understanding Programmatic Creative: The
Role of AI. Journal of Advertising, 48(4), 347-355.
https://doi.org/10.1080/00913367.2019.1654421.
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Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial Intelligence in Advertising: How
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