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http://dx.doi.org/10.17703/JCCT.2022.8.6.873

Study on future advertising change according to the development of artificial intelligence and metaverse  

Ahn, Jong-Bae (Dept of School of Media & Communication Arts, Hansei University)
Publication Information
The Journal of the Convergence on Culture Technology / v.8, no.6, 2022 , pp. 873-879 More about this Journal
Abstract
In the future, AI and the metaverse are becoming so powerful that their application areas and influences are swallowing up the world. The advertising field is no exception, and it is becoming more important to predict, analyze, and strategize these future changes. In order to study the future change of advertising according to the development of artificial intelligence and metaverse, literature research related to the development of artificial intelligence and metaverse technology and the resulting change in the advertising environment, in-depth interviews with future and advertising experts, and Delphi technique research method I want to study change. First, through this study, we would like to examine the opinions of experts through in-depth interviews on the development of artificial intelligence and metaverse technology and the changes in the advertising sector in the post-coronavirus era of civilizational transformation. In addition, the Delphi technique is used to determine how important the change is by future advertising technology area, future advertising media area, future advertising form area, future advertising effect area, future advertising application area, and future advertising process area, and at what point in the future it will change. In addition, we want to study how the future advertising form will change in detail. Also, based on this, we would like to propose a countermeasure for the advertising industry.
Keywords
Artificial Intelligence; Metaverse; Future Advertising; Advertising Form; Advertising Technology; Advertising Media; Advertising Effect; Advertising Process;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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