• International journal of advanced smart convergence
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• v.10 no.4
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• pp.72-83
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• 2021

The use of the predictive analytics (PA) powered by the artificial intelligence (AI) is more important in the movie sector during the COVID-19 pandemic, because Hollywood witnessed the impact of the 'Netflix Effect' and began to invest in data and AI. Our purpose is to discover a few cases of the AI centered PA in the movie industry value chain based on five objectives of PA: Compete, grow, enforce, improve, and satisfy. Even if movie companies' interest is to predict future success for competing with over-the-tops (OTTs) at a first glance, it is observed, once they start to use the PA with the AI, they try to utilize the enhanced PA platforms for remaining four objectives. As a result, ScriptBook, Vault, Pilot, Cinelytic and Merlin Video (Merlin) are use cases for the objective 'compete.' Movio of Vista Group International and Datorama of Salesforce are use cases for the objective 'grow.' Industrial Light & Magic (ILM) and Geena Davis Institute on Gender in Media (GDI) with Disney are use cases for the objective 'enforce.' Watson, Benjamin, and Greenlight Essential are use cases for the objective 'improve.' Disney Research (DR) with Simon Fraser University and California Institute of Technology is the use case for the objective 'satisfy.'

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.2
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• pp.227-239
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• 2023

Online marketing is a rapidly growing industry that heavily depends on digital technologies and data analysis to effectively reach and engage consumers. For that, artificial intelligence (AI) has emerged as a crucial tool for online marketers, enabling marketers to analyze extensive consumer data and automate decision-making processes. The purpose of this study was to investigate the ethical implications of using AI in online marketing, focusing on its impact on consumer privacy and decision-making. AI has created new possibilities for personalized marketing but raises concerns about the collection and use of consumer data, transparency and accountability of decision-making, and the impact on consumer autonomy and privacy. In this study, we reviewed the relevant literature and case studies to assess the potential risks and make recommendations for improving consumer protection. The findings provide insights into ethical considerations and offer a roadmap for balancing the advantages of AI in online marketing with the protection of consumer rights. Companies should consider these ethical issues when implementing AI in their marketing strategies. In this study, we explored the concerns and provided insights into the challenges posed by AI in online marketing, such as the collection and use of consumer data, transparency, and accountability of decision-making, and the impact on consumer autonomy and privacy.

• International Journal of Internet, Broadcasting and Communication
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• v.14 no.4
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• pp.121-131
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• 2022

We look at the initial stage of Meta (previous Facebook)'s new metaverse platform and investigate its platform design in pre-launch and ignition life stage. From the Rocket Model (RM)'s theoretical logic, the results reveal that Meta firstly focuses on investing in key content developers by acquiring virtual reality (VR), video, music content firms and offering production support platform of the augmented reality (AR) content, 'Spark AR' last three years (2019~2021) for attracting high-potential developers and users. In terms of three matching criteria, Meta develops an Artificial Intelligence (AI) powered translation software, partners with Microsoft (MS) for cloud computing and AI, and develops an AI platform for realistic avatar, MyoSuite. In 'connect' function, Meta curates the game concept submitted by game developers, welcomes other game and SNS based metaverse apps, and expands Horizon Worlds (HW) on VR devices to PCs and mobile devices. In 'transact' function, Meta offers 'HW Creator Funding' program for metaverse, launches the first commercialized Meta Avatar Store on Meta's conventional SNS and Messaging apps by inviting all fashion creators to design and sell clothing in this store. Mata also launches an initial test of non-fungible token (NFT) display on Instagram and expands it to Facebook in the US. Lastly, regarding optimization, especially in the face of recent data privacy issues that have adversely affected corporate key performance indicators (KPIs), Meta assures not to collect any new data and to make its privacy policy easier to understand and update its terms of service more user friendly.