The rapid advancement of Artificial Intelligence (AI) has brought substantial changes to various business functions, including advertising. Advertising, which traditionally depended on broad audience targeting and manual creative processes, has evolved into a highly data-driven and technology-oriented activity. AI technologies have enabled advertisers to examine large-scale consumer data, interpret behavioral patterns, and deliver customized promotional messages with improved precision. This study investigates the growing influence of Artificial Intelligence on contemporary advertising practices. It explores the major applications of AI, its impact on consumer engagement, benefits for businesses, and emerging challenges. The research is conceptual in nature and relies on secondary sources such as scholarly articles, industry publications, and reports. The findings reveal that AI has enhanced advertising efficiency through personalization, automation, predictive analysis, and improved customer interaction. At the same time, issues related to privacy, ethics, workforce adaptation, and over-reliance on automation require serious consideration. The study concludes that Artificial Intelligence is redefining advertising strategies and emphasizes the need for responsible adoption supported by ethical frameworks and regulatory oversight to ensure sustainable development of the advertising ecosystem.
Vaishnavi Uttam Honrao (Mon,) studied this question.
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