International Research Journal of Engineering and Technology (IRJET)
e-ISSN: 2395-0056
Volume: 10 Issue: 08 | Aug 2023
p-ISSN: 2395-0072
www.irjet.net
A Semiotic Exploration of AI-Driven Personalization in Advertising Smit Srivastava1, Dr. Muskaan2 1Director, AI & Data Product Management, GroupM, Karnataka, India
2Assistant Professor, Dept. of English and Cultural Studies, CHRIST (Deemed to be University), Bannerghatta
Campus, Karnataka, India ---------------------------------------------------------------------***--------------------------------------------------------------------1.1.2 Digital Advertising and the Rise of Abstract - This paper embarks on a pioneering exploration Personalization of the intersection between Semiotics and Artificial Intelligence (AI) within digital advertising. Three critical objectives guide this research: 1) Analyzing the nuanced role of visual and linguistic semiotics in advertising to discern how personalized content is created through signs and symbols; 2) Investigating real-world applications by dissecting existing advertising campaigns where AI technologies have utilized semiotics to enhance personalization and targeting, including the provision of semiotics theories used wherever possible; 3) Assessing the cutting-edge AI techniques that interpret and employ semiotics, such as machine learning, computer vision, and Large Language Models (LLMs), to accentuate their contribution to mass personalization. The study also delves into fascinating examples, highlighting innovative practices employed by brands to connect with audiences. As digital advertising stands at an intriguing crossroads, the intertwining of semiotics and AI offers an unexplored path with far-reaching implications. The insights and findings presented in this paper serve as a beckoning call to scholars, advertisers, and technologists to venture into this uncharted territory. The full exploration holds the promise of unlocking unseen potentials and transforming the very fabric of advertising in the digital age. For those eager to understand the future landscape of personalized advertising through the lens of semiotics and AI, this paper offers a thrilling and illuminating journey.
Digital advertising has revolutionized the way brands communicate with their audience. With the surge of online platforms like the web, Meta, Instagram, etc., personalization has become central to advertising strategies (Li & Kannan [4]). Brands have realized that personalization enhances engagement, leading to higher conversion rates (Tam & Ho [5]). For a brand, personalization means showing the Ad (visual and linguistic) with which users can relate. For example, a laptop company brand can have multiple laptops gaming laptops, office laptops, general-purpose laptops, etc. If the brand wants to bring personalization brand will show gaming laptops to only those who are interested in Gaming, similarly, office laptops to office going and so on.
1.1.3 Artificial Intelligence in Digital Advertising The integration of Artificial Intelligence (AI) in digital advertising has opened new horizons for personalization. AIpowered computer vision techniques allow for precise visual content analysis (LeCun et al. [6]), and Large Language Models (LLMs) empower natural language understanding at an unprecedented scale (Brown et al. [7]). The synergy between AI and semiotics offers the potential for deeper, more effective personalization in advertising (Smith & Zook [8]).
Key Words: Semiotics, Artificial Intelligence (AI), Digital Advertising, Personalization, Linguistics, Visual Culture, Computer Vision, Brand Communication, Advertising, Natural Language Processing (NLP), Large Language Models (LLMs)
1.2 Aim and Objectives The primary aim of this paper is to investigate the convergence of semiotics and AI in personalized digital advertising. The objectives include:
1.INTRODUCTION
Analyzing Semiotics in Digital Advertising: A comprehensive examination of the role of visual and linguistic semiotics in advertising, identifying how signs and symbols are used to create personalized content.
1.1 Background 1.1.1 Semiotics and Its Relevance to Advertising
Real-World Case Studies: Using case studies from existing advertising campaigns, the research will dissect how AI technologies have practically applied semiotics concepts to enhance advertising personalization and targeting.
Semiotics, the study of signs and symbols within culture, holds a significant position in the field of advertising. Originating from Saussure's work on structural linguistics (Saussure [1]), semiotics involves both linguistic signs (words, phrases) and non-linguistic signs (images, sounds) (Chandler [2]). In advertising, semiotics helps in interpreting how signs create meaning, connecting products with broader cultural symbols and narratives (Williamson [3]).
© 2023, IRJET
|
Impact Factor value: 8.226
Assessing AI's Role in Leveraging Semiotics: A thorough investigation into the advanced AI techniques that interpret and apply semiotics, including machine learning, computer
|
ISO 9001:2008 Certified Journal
|
Page 294