ARTIFICIAL INTELLIGENCE IN ADVERTISEMENTS: A CONCEPTUAL FRAMEWORK BASED ON THE TECHNOLOGY ACCEPTANCE MODEL

Authors : Serap Sarp

Pages : 161-174

View : 99 | Download : 325

Publication Date : 2023-10-29

Article Type : Review Paper

Abstract :of influencing their purchase intention. The impact of advertising is important for generating product recognition and sales. With the technological advancement in AI usage in businesses, the integration of Artificial Intelligence in contemporary advertising strategies is impactful. This study aims to explain how Artificial Intelligence (AI) can be used in advertising, underpinned by Technology Acceptance Model (TAM). Using the TAM model, the paper explains how people come to accept and use AI in ads. It is proposed that if people find AI in ads useful and easy to understand, they\'re more likely to respond positively. Besides, social impact is also considered when explaining consumer attitude and purchase intention. This research helps advertisers understand how to use AI better in their campaigns to engage consumers and get better results.
Keywords : AI, Advertisement, TAM Model, Consumer Attitude