Smart Advertising: Innovación y disrupción tecnológica asociadas a la IA en el ecosistema publicitario.
Introduction: The impact of artificial intelligence (AI) in media industries has received increasing attention in recent years. Research literature in this regard has focused on content production and distribution sectors, leaving advertising in a discreet background. This article aims to take the s...
| Publicado en: | Revista Latina de Comunicación Social no. 80; pp. 69 - 91 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Revista Latina de Comunicacion Social
2022
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=193351656&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 193351656 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 11385820 3912 jtl: Revista Latina de Comunicación Social issn: 11385820 maglogo: N pubinfo: dt: 2022 iid: 80 pid: 46547 pub: Revista Latina de Comunicacion Social artinfo: ui: 193351656 10.4185/RLCS-2022-1693 ppf: 69 ppct: 22 formats: fmt: @attributes: type: P size: 6.9MB tig: atl: Smart Advertising: Innovación y disrupción tecnológica asociadas a la IA en el ecosistema publicitario. aug: au: Martínez, Inmaculada José Martínez Terrón, Juan Miguel Aguado Cobarro, Paloma del Henar Sánchez affil: Universidad de Murcia. España su: Artificial intelligence Advertising Electronic data processing Technological innovations Automation Prediction models Digital technology sug: subj: Artificial intelligence Advertising Electronic data processing Technological innovations Outdoor Advertising Other Services Related to Advertising Data Processing, Hosting, and Related Services Automation Prediction models Digital technology keyword: advertising artificial intelligence automation creativity programmatic automatización big data creatividad deepfake inteligencia artificial programática publicidad advertising artificial intelligence automation creativity programmatic automatización big data creatividad deepfake inteligencia artificial programática publicidad ab: Introduction: The impact of artificial intelligence (AI) in media industries has received increasing attention in recent years. Research literature in this regard has focused on content production and distribution sectors, leaving advertising in a discreet background. This article aims to take the study of AI and advertising to the forefront, identifying the scope of current research on the subject and offering a map of the research trends, drawing them as a key vector of technology-based innovation in the media ecosystem. Methodology: In order to do so, a qualitative scoping review of the current research literature on AI and advertising has been developed, completed by the contribution of professional reports from the sector. Results and discussion: The existing literature points to the efficiency in large unstructured data sets processing, predictive / prescriptive analysis, natural language recognition and image recognition, as automation as the main AI innovation vectors. The disruptive impact of AI affects all phases of the advertising process: market research and analysis, creativity, media planning and buying, and effectiveness evaluation. Conclusions: Research tends to perpetuate the traditional structure of the advertising process and obviates the ecosystem dimension of innovation, which transforms actors and their relationships. pubtype: Academic Journal doctype: Article src: R language: Spanish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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