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oai:keep.lib.asu.edu:node-1928742024-12-19T19:04:43Zoai_pmh:alloai_pmh:repo_items

192874 https://hdl.handle.net/2286/R.2.N.192874 http://rightsstatements.org/vocab/InC/1.0/ http://creativecommons.org/licenses/by-nc-sa/4.0 2024-05 75 pages Schachenman, Kyra Giles, Charles Schlacter, John Barrett, The Honors College Department of Marketing Text While the term Artificial Intelligence (AI) was coined in the 1950s (John McCarthy), it didn’t become relevant to the advertising industry until its most recent technological advancements, given the launch of more sophisticated programs such as ChatGPT and Midjourney. Upon the launches of these programs, the advertising industry erupted with concerns across social media platforms, with individuals expressing their fears. The main sentiment during this time tended to be negative due to advertisers fear of this unknown, disruptive technology. These concerns, not only grew from fear, but also from ethical, legal, and privacy issues that were being discovered. While these concerns are still prevalent, many advertisers and advertising agencies have begun to adopt AI practices into their processes. Through this, they have started to discover its benefits such as automating monotonous tasks and increasing work efficiency which is ideal in the fast-paced, advertising environment. As advertisers continue to innovate and explore within this space, they identify new opportunities for how AI can be used to an agency advantage. The purpose of this thesis is to discuss how artificial intelligence is impacting advertising agencies and their employees. Specifically, the paper investigates the threats and opportunities of using artificial intelligence as an advertising tool for agencies. I will focus on how advertisers are utilizing AI in their personal and work use, their concerns within the integration of AI, and how they are incorporating it into their personal lives as well as their career. I will ultimately compile what I have learned from existing sources with industry interviews I conduct of advertising agency employees, then offer 3 recommendations for how advertisers can navigate the unknown territory of AI. Artificial Intelligence Advertising Marketing Navigating Unknown Terrain: Opportunities and Threats Artificial Intelligence Presents For Advertising Agencies