Abstract "I think, therefore I am...? An exploration of artificial intelligence (AI) marketing perceptions and practices", Bant Breen, Ph.D. thesis supervised by Pere Masip Masip, from Blanquerna School of Communications and International Relations, 2019. This thesis explores perceptions of artificial intelligence (AI) by the advertising industry and contrasts those perceptions …
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Abstract "I think, therefore I am...? An exploration of artificial intelligence (AI) marketing perceptions and practices", Bant Breen, Ph.D. thesis supervised by Pere Masip Masip, from Blanquerna School of Communications and International Relations, 2019. This thesis explores perceptions of artificial intelligence (AI) by the advertising industry and contrasts those perceptions with the state of AI marketing development today. The advertising industry is an interesting focal point for a discussion regarding AI because it is one of the emblematic creatively focused industries, and creativity is often viewed as an area where machines can only copy or support and not ideate. Artificial intelligence (AI) is the intelligence exhibited by machines. In computer science, an ideal "intelligent" machine is a flexible rational agent that perceives its environment and takes actions that maximize its chance of success at an arbitrary goal (Russell and Norvig, 2003). AI technology developments are changing society. Some are small improvements like Google's AI enhancements in its’ Gmail product that makes it easier and faster to respond to messages. Others are ongoing shifts like Tesla's version iterations to autonomous vehicle software. And even others such as Echo, Amazon's voice-activated personal assistant for your home, begin to make AI-enabled machines part of daily life. In the media space, Facebook's Founder and CEO Mark Zuckerberg offers chat-bots in their instant messaging platform that speak to consumers for brands.
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