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Systematic literature review charts AI's role in advertising, revealing key trends and future directions.
Artificial intelligence (AI) has the potential to revolutionize the advertising industry by transforming how advertisements are created, delivered, and analyzed. This paper provides a comprehensive overview of 20 years of advertising research on the use of AI, based on a systematic literature review of 83 publications from leading advertising journals. The review reveals four major topics: AI agents, AI-driven insights, AI-powered ad delivery, and AI-assisted content creation, with AI-assisted content creation being the least explored. Building on current research trends, this paper expands previous studies by focusing on this underexplored area and discusses five types of AI-generated advertising—curated personas, timeless storytelling, artistic craftsmanship, product imagination, and personalized personas—and their connection to AI aversion. Based on the review and current discussion, we propose a research agenda for future advertising research on AI, focusing on three areas: (1) co-creation and interactivity; (2) leveraging diverse AI roles to mitigate AI aversion; and (3) productivity versus ethics.
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Yang Feng (2025) studied this question.
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