Abstract

Traditionally, the production and distribution of advertising material has relied on human effort and analog tools. However, technological innovations have given the advertising industry digital and automatic tools that enable advertisers to automate many advertising processes and produce “synthetic ads,” or ads comprising content based on the artificial and automatic production and modification of data. The emerging practice of synthetic advertising, to date the most sophisticated form of ad manipulation, relies on various artificial intelligence (AI) techniques, such as deepfakes and generative adversarial networks (GANs), to automatically create content that depicts an unreal, albeit convincing, artificial version of reality. In this article, a general framework is constructed to better understand how consumers respond to all forms of ad manipulation. It is anticipated that this article will help explain how consumers respond to the more sophisticated forms of synthetic ads—such as deepfakes—that are emerging at an accelerating rate. To guide research in this area, a research agenda is developed focusing on three manipulated advertising areas: ad falsity, consumer response, and originality. Furthermore, the implications for theory and industry are considered.

摘要

传统上，广告材料的制作和分发依赖于人力和模拟工具。然而，技术创新为广告行业提供了数字化和自动化工具，使广告商能够自动化许多广告流程并制作“合成广告”，或包含基于人工和自动生成和修改数据的内容的广告。合成广告的新兴实践是迄今为止最复杂的广告操纵形式，它依赖于各种人工智能 (AI) 技术，例如深度伪造和生成对抗网络 (GAN)，以自动创建描绘不真实的内容，尽管令人信服，现实的人工版本。在本文中，构建了一个通用框架，以更好地了解消费者如何应对各种形式的广告操纵。预计这篇文章将有助于解释消费者如何对正在加速出现的更复杂的合成广告形式（例如深度伪造）做出反应。为了指导这一领域的研究，制定了一项研究议程，重点关注三个被操纵的广告领域：广告虚假、消费者反应和原创性。此外，还考虑了对理论和行业的影响。消费者的反应和独创性。此外，还考虑了对理论和行业的影响。消费者的反应和独创性。此外，还考虑了对理论和行业的影响。