23.01.2026
A book chapter titled “The New Advertising Era: How AI Shapes Personalisation” by Prof. Dr. Svetlana Bialkova was published in the Springer series “Advances in Advertising Research”.
The study investigates the opportunities and challenges the new AI generation opened when implemented in advertising practices. Advertising employing Artificial Intelligence (AI) has several advantages over traditional advertising such as automation, enhanced accuracy, efficiency, as well as control. Despite the recognised benefits of AI algorithmic recommendations, this cutting-edge technology can create new dependencies, may provoke consolidated market power and economic shake.
The paper addresses these challenges in an effort to provide a much-needed understanding of AI-driven personalisation and its impact on advertising effectiveness. The results are summarised in a holistic framework inspired by previous theoretical models integrating AI, advertising, marketing, and consumer behaviour.
More information: https://link.springer.com/chapter/10.1007/978-3-658-49114-7_3