The concept of “Intelligent Personas” or “AI personas” presented here builds on extant research on data-driven personas and interactive persona systems.
With this conceptualization, we particularly focus on outlining a vision for an intelligent end-to-end advertising system that supports human marketers’ decision making by deploying data-driven personas throughout the stages of the online advertising process.
We start by defining the relevant concepts, continue by discussing intelligent personas for online advertising, and conclude by proposing research directions that need to be addressed to realize the value of personas in such a system, as well as discussing its potential value for the digital marketing profession.
Kaate, I., Salminen, J., Olkkonen, R. and Jansen, B. J. (2023) How Can Intelligent Persona Features Support Online Advertising Work?. ACHI 2023 The Sixteenth International Conference on Advances in Computer-Human Interaction (ACHI 2023), 24-28 April 2023, Venice, Italy, p. 65-67.