Advertising research in the era of artificial intelligence : how to automatically identify objects in commercials?
- Artificial intelligence impacts advertising in all areas. Whereas a lot of investigations focus on the use in advertising practice or the effect on consumer behavior, this paper investigates AI as a tool for advertising researchers. Coming from the potential and challenges of qualitative data, an AI-based approach to detect via Computer Vision objects in commercials is presented. First, the paper describes the background of this topic and gives a basic technological foundation. Then, a working software prototype to automatically download, extract and analyze identified objects in commercials is developed. This prototype is implemented and tested in a first study. The results show that applying AI in advertising research can be useful. At the end, conclusions are derived and limitations as well as future research aspects are discussed.
| Author of HS Reutlingen | Möhring, Michael |
|---|---|
| DOI: | https://doi.org/10.1007/978-3-658-49114-7_2 |
| ISBN: | 978-3-658-49113-0 |
| ISBN: | 978-3-658-49114-7 |
| Published in: | Advances in Advertising Research XV : moving forward, looking back: advertising in the advent of AI |
| Publisher: | Springer |
| Place of publication: | Wiesbaden |
| Editor: | Christina Boutsouki, Leonidas Hatzithomas, Anastasios Panopoulos, Martin Waiguny |
| Document Type: | Book chapter |
| Language: | German |
| Publication year: | 2025 |
| Page Number: | 14 |
| First Page: | 23 |
| Last Page: | 36 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 004 Informatik |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
