J Adv Res
Introduction
Journal of Advertising Research, 65(2)
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: TOCs
Advertising and Generative AI: How Can Advertisers Leverage New AI Tools?.
Editor’s Desk
Whether We Know It or Not, We’re All Slowly Befriending AI Agents
—Colin Campbell [] []
Special Issue Introduction
Advertising and Generative AI: How Can Advertisers Leverage New AI Tools? Introducing a Special Issue on Generative AI in Advertising
—Ben Lowe, Des Laffey & Yong (Eddie) Luo [] []
Articles
Harmony or Discord? The Intersection of Generative AI and Human Creativity in Advertising
—Vlad Demsar, Carla Ferraro, Sean Sands & Andrew Kohn [] []
Exploring the Integration of Generative AI in Advertising Agencies: A Co-Creative Process Model for Human–AI Collaboration
—Weila Cui, Martin J. Liu & Ruizhi Yuan [] []
The Differential Impact of AI Salience on Advertising Engagement and Attitude: Scary Good AI Advertising
—Sara Hanson, Jeffrey Carlson & Heather Pressler [] []
When AI Doesn’t Sell Prada: Why Using AI-Generated Advertisements Backfires for Luxury Brands
—Rita Ngoc To, Yi-Chia Wu, Parichehr Kianian & Zhe Zhang [] []
The Inverted U-Shaped Effect of Personalization on Consumer Attitudes in AI-Generated Ads: Striking the Right Balance Between Utility and Threat
—Hongjie Sun, Pengfei Xie & Yan Sun [] []
Designing AI Agents for New Product Endorsement: Do Human-Like or Cartoon-Like AI-Generated Endorsers Evoke More Positive Ad Engagement from Consumers?
—Sungjun (Steven) Park, Yiting (Tami) Chu & June-Ho Chung [] []
Unleashing the Power of AI and Big Data for Advertising: A Framework for Intensive Longitudinal Mediation When Using AI to Study Advertising Effectiveness
—Scott A. Wright & Ainslie E. Schultz [] []