Research Trends on the Usage of Machine Learning and Artificial Intelligence in Advertising
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ORIGINAL PAPER
Research Trends on the Usage of Machine Learning and Artificial Intelligence in Advertising Neil Shah1 • Sarth Engineer1 • Nandish Bhagat1 • Hirwa Chauhan1 • Manan Shah2 Received: 11 July 2020 / Accepted: 21 October 2020 Ó Springer Nature Singapore Pte Ltd. 2020
Abstract Advertising is a way in which a company introduces possible customers to a company’s product/service, the main objective is possibly to convince them to buy their product or use their service. The significance of Advertising is critical for the company, as this alone can make people aware of the company’s product and in doing so can generate a good possibility of it being sold to the customers. It is inevitable for companies to face changes and one such change is the evolution in the way of doing Advertisement. Advertisement is now done with the help of not so newfound helping hand that is Artificial Intelligence and Machine Learning. The answer to the question as to why the change in the process of Advertising is important lies in the before-after statistical observations of companies using this technology. The results themselves are reasonable motivating factors for companies who are yet to acknowledge the change. The serious challenge to this new version of Advertising is to make sure to not allow the usage of it to such a great extent where ordinary person is concerned about his/her privacy. Implementing Advertisements this way, we are quite sure that making laws, enforcing the laws or even having its own governing body can ensure righteous use of deploying this technology. The future of Advertising is going to be even better than before as Artificial Intelligence and Machine Learning will bring more control of Advertising to companies. Summing up, we feel confident that Advertising with Artificial Intelligence and Machine Learning are here for a noticeable and a significant change. Keywords Artificial intelligence Machine learning Advertising
Introduction To advertise is to show, to display, but for a company, to Advertise would mean to bring public (potential customer’s) attention toward their product or a service. Still there could be many other objectives like to generate a need for their product, making customer enlighten of the new features and benefits of their product [1], and thus, Advertisements are a blessing for the companies because it directly aims in generating more revenues and to attract a
& Manan Shah [email protected] 1
Department of Computer Engineering, SAL Institute of Technology and Engineering Research, Ahmedabad, Gujarat, India
2
Department of Chemical Engineering, School of Technology, Pandit Deendayal Petroleum University, Gandhinagar, Gujarat, India
large volume of target audience in one shot. People still have contradictory opinions, its practitioners claim for it to be the cause of good things in life; however, the people against it blame it as the cause of obnoxious thing in life [2, 3]. The entire selection of the Advertisement strat
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