The future of interactive advertising in light of the development of artificial intelligence
Abstract
Research Summary: The world has witnessed radical transformations in the field of communication and advertising, which has directly impacted the development of advertising technologies, making them more innovative and interactive. Artificial intelligence is considered the most important of these technologies, as it has added a new dimension that has contributed to supporting and developing interactive advertising by providing high design capabilities that enable the recipient to interact and participate effectively in the advertising experience. Therefore, the research addressed the future of interactive advertising in light of the development of artificial intelligence to identify the digital transformations that have contributed to changing the ways of communicating with the target audience of advertising, and the role of smart technologies. The focus was on the interactive advertisements of the company (NIKE) as a research community and it consists of three chapters. The first chapter included the research methodology represented by the research problem, which was presented in the following question: What is the future of interactive advertising in light of the development of artificial intelligence? Its time limits are the period 2022-2024, and the spatial limit is represented by the interactive advertisements of the sports company NIKE that appeared on the company’s website and search and communication sites. The objective of the second chapter, the theoretical framework, focuses on the future of interactive advertising in light of the development of artificial intelligence. It addresses the theoretical topics, concepts, and foundations related to interactive advertising and artificial intelligence technologies, and their role in developing the advertising process. This reinforces the research and contributes to its subject matter. The third chapter presents the research procedures, results, and sources relevant to thresearch topic, in addition to an English abstract.
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