Abstract

Artificial intelligence (AI) has been widely applied in the advertising industry and attracted increasing attention from advertising scholars. However, the general public’s perceptions of AI in advertising have been relatively neglected within the current literature. In this study, we analyzed people’s posts on Twitter about AI in advertising using natural language processing. Specifically, we conducted topic modeling and sentiment analysis in the Python environment to identify the most salient topics on this issue and the sentiment of these topics. We discovered that what people posted on Twitter about AI in advertising fell into eight different clusters, with the most positive topic being “AI-powered marketing tools” and the most negative topic being “AI’s involvement in social media campaigns.” We believe the findings of this study provide meaningful implications for academic research of AI advertising as well as the implementation of AI in advertising practice.

摘要

人工智能（AI）在广告行业得到广泛应用，越来越受到广告学者的关注。然而，在当前的文献中，公众对广告中的人工智能的看法相对被忽视了。在这项研究中，我们使用自然语言处理分析了人们在 Twitter 上发布的关于人工智能广告的帖子。具体来说，我们在 Python 环境中进行了主题建模和情感分析，以确定该问题上最突出的主题以及这些主题的情感。我们发现人们在 Twitter 上发布的关于广告中的人工智能的内容分为八个不同的类别，其中最积极的话题是“人工智能驱动的营销工具”，最消极的话题是“人工智能参与社交媒体活动”。