https://sphere.acg.edu/jspui/handle/123456789/2322 2026-04-18T06:08:07Z https://sphere.acg.edu/jspui/handle/123456789/2535 Title: Marketing in the Age of Artificial Intelligence: Applications, Consumer Perceptions and Implications. Authors: Desylla, Eleni Abstract: The marketing landscape has changed enormously since the emergence of Artificial Intelligence (AI). Marketing strategies and consumer experiences are both affected from the changes that AI has provided in the modern marketing era. The main objective of this dissertation is to comprehend how Al impacts the marketing industry, by analyzing its applications, the benefits, and gaps arising from these applications, and by investigating how consumers react to the new marketing landscape. The literature review conducted aims to answer the following questions: What are the applications of AI in marketing? How do consumers perceive these new applications? Is Al effective for the marketing industry? To answer these questions, a systematic literature review of academic journal articles published over the past 2 years was conducted. From the results of the literature review, it is evident that Al has already replaced some traditional marketing activities. As a result, today's modern marketing strategies achieve personalized service, enhanced customer satisfaction, and higher ROI overall. At the same time, marketers can better understand consumers and serve their needs directly, through real-time data analysis, gaining their satisfaction. However, even though consumers are happier, fears about such high Al usage remain. In this new era of marketing, marketers must adapt and recognize the significance of Al in the implementation of marketing processes. Al-generated applications can be cost and time-saving, however, human verification is essential to confirm that all AI- generated processes have the right outcome and are implemented in ethical ways. 2024-08-01T00:00:00Z https://sphere.acg.edu/jspui/handle/123456789/2435 Title: Facial and speech markers of emotions in Super Bowl advertisements: A registered report Authors: Tzima, Kleoniki Abstract: This dissertation explores the emotional dynamics of advertising, focusing on Super Bowl commercials aimed from 2020 to 2023. It utilizes advanced technology, hume.ai, to analyze the emotional dimensions of these commercials. The primary aim is to understand how emotional content in Super Bowl advertisements influences viewer preferences, as reflected in the USA Today Ad Meter rankings. The emotional analysis covers four channels: Facial Expression, Speech Prosody, Vocal Burst, and Emotional Language. Facial Expression reveals 28 dimensions, generating 48 outputs. Speech Prosody uncovers 18 dimensions with 48 outputs. Vocal Burst identifies 24 dimensions, also with 48 outputs, while Emotional Language explores 53 dimensions. Data analysis involves studying moment-to-moment emotional reactions to advertisements, considering language, prosody, burst, and facial expressions. Implications extend to academia, offering improved measurement accuracy and real-time emotional contagion assessment. For advertisers, it enhances advertisement impact understanding, optimizes content, and refines advertising strategies. In conclusion, this dissertation combines Ad Meter rankings with hume.ai to decode the emotional content of Super Bowl advertisements. It promises to enhance emotional measurement precision in advertising, improving advertising campaigns, and fostering academia-industry collaboration. 2023-09-01T00:00:00Z