The Impact of AI-Driven Precision Advertising on Brand Influence: A Consumer Perspective

Abstract

With the recent development of artificial intelligence (AI), ads have started to be delivered in various other ways besides traditional media and are now highly personalised. A high-precision algorithm for AI can be used to determine what a user is interested in or requires. Research on the Impact of AI-Driven Precision Advertising on Brand Influence at the Consumer Level. In particular, by analysing the existing research and identifying problems, some corresponding suggestions will be provided based on a group of questionnaire survey data on the impact of AI-driven precision advertising on brand influence, which will be presented in the text part. Based on the results of the questionnaire, although personalised recommendations have increased the desire to purchase and brand trust significantly by showing consumers products they are interested in, liking and sharing, some consumers have also experienced privacy anxiety as a result. Therefore, it can be concluded that at present, the requirements for accuracy and ethics of algorithms vary; so, all are necessary for the sustained impact of brands and consumer confidence in the digital era.