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Artificial Intelligence impacts advertising in all areas. Whereas a lot of investigations focus on the use in advertising practice or the effect on consumer behavior, this paper investigates AI as a tool for advertising researchers. Coming from the potential and challenges of qualitative data, an AI-based approach to detect via Computer Vision objects in commercials is presented. First, the paper describes the background of this topic and gives a basic technological foundation. Then, a working software prototype to automatically download, extract and analyze identified objects in commercials is developed. This prototype is implemented and tested in a first study. The results show that applying AI in advertising research can be useful. At the end, conclusions are derived and limitations as well as future research aspects are discussed.

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Advertising Research in the Era of Artificial Intelligence—How to Automatically Identify Objects in Commercials?

  • 章节

  • 发表日期：

    2025年

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  • Barbara Keller,
  • Michael Möhring

摘要

Artificial Intelligence impacts advertising in all areas. Whereas a lot of investigations focus on the use in advertising practice or the effect on consumer behavior, this paper investigates AI as a tool for advertising researchers. Coming from the potential and challenges of qualitative data, an AI-based approach to detect via Computer Vision objects in commercials is presented. First, the paper describes the background of this topic and gives a basic technological foundation. Then, a working software prototype to automatically download, extract and analyze identified objects in commercials is developed. This prototype is implemented and tested in a first study. The results show that applying AI in advertising research can be useful. At the end, conclusions are derived and limitations as well as future research aspects are discussed.