Browse > Article
http://dx.doi.org/10.5392/JKCA.2018.18.09.102

Artificial Intelligence Strategy for Advertising and Media Industries: Focused on In-depth Interviews  

Cha, Young Ran (수원대학교 미디어 커뮤니케이션학과)
Publication Information
Abstract
The world's major countries carry forward strategies for enhancing industrial competitiveness, resulting in the fourth industrial revolution while a new growth engine is required to deal with the slow growth of global economy and declining productivity. Artificial intelligence (AI) is regarded as a core technology of the fourth industrial revolution. AI is expected to be implemented rapidly in advertising and media industries. However, it is hard to find an effective way to implement AI in these industries, especially because of how quickly the AI market changes and develops. Therefore, this study seeks the possible industrial influence of AI in advertising and media industries and invigoration plan for AI, by an in-depth interview with 10 professionals who lead the AI market. First, it was analyzed to explore the macroscopic side of the AI market through P (Politics), E (Economy), S (Society), and T (Technology). Also, the applicability of AI in advertising and media industries was explored by analyzing its S (Strength), W (Weakness), O (Opportunity), and T (Threat).The result indicates that it is necessary to build up a nation-wide construction of infrastructure for the fourth industrial revolution to invigorate AI in advertising and media industries. Moreover, a social environment capable of overcoming a hyper-connected society and social risks should be fostered. Lastly, it is urgent for both the industrial and academic world to diagnose the influence of AI in advertising and media industries, to anticipate the future in accordance with technological advance, set a proper direction, to invest actively for technical development of AI, and to formulate innovative policies.
Keywords
AI; Advertising; In-depth Interview; PEST; SWOT;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 과학기술정책연구원, 2016 다보스 포럼 : 다가오는 4차 산업혁명에 대한 우리의 전략은?, 2016
2 KT 경제경영연구소, 2017년 ICT 10대 주목 이슈, 2017.
3 Tractica, Artificial Intelligence for Enterprise Applications, 2016.
4 ETRI 창의미래연구소, AI 기술과 산업의 가능성, 2015.
5 Y. LeCun, Y. Bengio, and G. Hinton, "Deep learning," Nature, Vol.521, No.7553, pp.436-444, 2015.   DOI
6 네이버 백과사전, 2018.
7 Holmes, AI is already making inroads into journalism but could it win a Pulitzer? the guardian. Retrieved from https://www.theguardian.com/media
8 https://www.amazon.com/gp/prime
9 이혜진, "아마존 광고가 왜 구글에 무서운 일인지," TTimes, 2017.04.11
10 정준화, 챗봇(chatbot)의 현황과 향후과제, 이슈와 논점, 제1456호, 2018.
11 https://www2.agilone.com/blog/nrfs-big-show -2017-ny-top-sessions-to-see
12 류성일, 4차 산업혁명을 이끄는 인공지능 : 딥러닝을 중심으로, Issue & Trend, 1-21, 서울 : KT 경제경영연구소, 2017.
13 DMC 리포트, 2018 디지털 마케팅 전략 수립을 위해 알아야 할 주요 트렌드, 2017.
14 이정훈, 유창조, "인공지능 자동 분류체계에 따른 검색엔진의 특징과 사용자 만족도에 대한 연구," 광고학연구, 제14권, 제5호, pp.89-104, 2003.
15 심홍진, 4차 산업혁명 시대, 미디어 콘텐츠의 생존 전략, KISDI, 2017.
16 최홍규, "진정한 인터렉티브 콘텐츠의 시대가 온다," 방송트랜드 & 인사이트, 제12권, 제3호, pp.68-73, 2017.
17 KOCCA, 인간, 콘텐츠 그리고 4차 산업혁명 : 변화와 대응, 코카포커스 17-03호, pp.3-26, 2017.
18 https://en.wikipedia.org/wiki/Predictive_analyti cs
19 Nass C. Moon and N. Green, "Are machines gender neutral? Gender stereotypic responses to computers with voices," Journal of Applied Social Psychology, Vol.27, No.10, pp.864-876, 1997.   DOI
20 문병준, 경제 우위 창출을 위한 마케팅 전략, 비즈프레스, 2011.
21 Philip Kotler and Gary Amstrong, Principle of Marketing, 14th ed., US : Pearson, 2012.
22 장한수, 최원재, 도현수, "PEST-SWOT-AHP 방법론을 적용한 국가 과학기술 전략 수립에 관한 연구," 기술혁신학회지, 제15권, 제4호, pp.770-771, 2016.
23 위키백과, PEST, http://ko.wikipedia.org/wiki/
24 소프트웨어 정책 연구소, 인공지능 기술개발 및 산업 동향, 2016.
25 차영란, "광고, PR산업 분야의 VR 콘텐츠 활용 가능성에 대한 탐색," 한국콘텐츠학회논문지, 제17권, 제9호, pp.107-119, 2017.   DOI
26 현대 경제 연구원, AI 시대 한국의 현주소는?-국내 인공지능(AI)산업 기반 점검, 2016.
27 Mxkinsey Global Institute, Big data : The nest frontier for innovation, competition, and productivity, 2011.