 |
Learning Resource Centre Monthly Bulletin |
 |
| |
Learning Resource Centre Monthly Bulletin |
|
| New Books |
 B116146 Quantum Marketing By RAJAMANNAR RAJA |  B116186 Start Up Marketing Strategies By Ramesh Anil |  B116277 Right Between the Ears By Dayal Sandeep |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising By Daviet, Remi;Nishimura, Yohei Marketing Science (INFORMS). Sep/Oct2026, Vol. 45 Issue 5, p893-912. 20p. Abstract :Creating high-performing, brand-aligned advertising visuals is challenging; we develop a generative AI framework using Bayesian active learning to efficiently discover effective designs. Generative artificial intelligence (AI) for image synthesis has the potential to transform the digital advertising industry. However, a wide range of uncertainties persists regarding its integration into traditional advertising processes, including finding effective implementations, training methodologies, and achievable performance gains. Specifically, two core challenges limit its practical adoption: a search problem of finding high-performing visuals in a vast creative space, and an alignment problem of ensuring brand and campaign compatibility. This paper proposes a novel end-to-end framework that combines a generative AI with two predictive Bayesian neural networks to identify high-performance and brand-acceptable visuals. We develop a cost-effective Bayesian active learning approach solving simultaneously the dual objectives of performance and alignment. We test the framework in a live advertising campaign for an outdoor activities company. Our system generated a portfolio of visuals achieving a higher mean click-through rate and more consistency (lower variance) than creatives from both a professional human designer and a competing AI model optimizing purely for aesthetics. This research provides a validated methodology that bridges the gap between the theoretical potential of generative AI and its practical application, offering a cost-effective solution to the critical search and alignment problems in creative design. History: Olivier Toubia served as the senior editor. Funding: This research was entirely funded by the authors` institution. Supplemental Material: The online appendix and data files are available at https://doi.org/10.1287/mksc.2024.1130. [ABSTRACT FROM AUTHOR] | |||
| Artificial Intelligence in Marketing: A 32-Year Bibliometric Analysis of Trends, Challenges, and Opportunities. By Wang, Weiming;Iahad, Noorminshah A. PaperAsia. May/Jun2026, Vol. 42 Issue 3(b), p1-15. 15p Abstract :This paper presents a bibliometric analysis of Artificial Intelligence in Marketing (AIM), summarizing research patterns, thematic trends, and collaboration networks in this rapidly evolving field. Drawing on 1,128 Scopusindexed documents published between 1992 and 2024, the study examines publication growth, journal impact, key-word co-occurrences, geographic distributions, institutional affiliations, and influential authors. The results highlight a steep increase in AIM research after 2018, mirroring the rise of AI applications in customer segmentation, personalization, predictive analytics, and strategic decision-making. Despite a wide dispersion of publications, a core group of high-impact outlets, such as Lecture Notes in Networks and Systems and the Journal of Business Research, contributes a substantial portion of the literature. The analysis also reveals China, India, and the United States as the top contributors, with leading institutions including Lovely Professional University and Chandigarh University. A keyword-based clustering points to five major themes, underscoring the multifaceted scope of AIM, spanning digital marketing, data mining, big data, and social media. Based on a content review, 10 research opportunities are identified, covering areas such as ethical governance, hyper-personalization, and collaborative intelligence. The study concludes by emphasizing the necessity of balancing technological advancements with ethical considerations to promote sustainable development in AI-driven marketing. [ABSTRACT FROM AUTHOR] | |||
Do you wish to explore more articles? Just try using one of the full-text databases below!
| |||
| Faculty - Click here to recommend new topics in Marketing |
| News |
| Cement market steadily narrows to 2-horse race between UltraTech, Ambuja By Business Standard : Nov 3 2026 |
| Move beyond domestic market to build global brands: Piyush Goyal tells industry By The Economic Times; Oct 31 2026 |
| From Campaigns to AI-Powered Growth: How AI Is Redefining Modern Marketing By The Tribune; Oct 30 2026 |
Wish to see more News? Click the link below:
|
