The impact of artificial intelligence-based advertisement placement on consumer purchase sentiment

Xue Guo; Xuerui Han

doi:10.54844/wsr.2025.1030

Authors

Xue Guo 18335782208@163.com
Xuerui Han University of Toronto

DOI:

https://doi.org/10.54844/wsr.2025.1030

Keywords:

artificial intelligence, advertisement implantation, consumer purchase emotion

Abstract

The advertising industry is embracing artificial intelligence technologies to improve the accuracy and effectiveness of advertisements. In today's digital marketing field, artificial intelligence (AI)-based ad implementation has become a key strategy to increase consumers' purchase intention. In terms of consumers' perceived value, how to effectively influence consumers' perceived benefits, risks and final purchase decisions through intelligent ad implantation has become a hot topic. This study explores advertisement implantation based on AI and its impact on consumers' perceived value and purchase intention. Results indicate that personalized and relevant AI-driven ad placements significantly enhance perceived benefits, thereby increasing purchase intent. Additionally, ad delivery through reputable platforms mitigates perceived risks, further fostering positive purchase sentiment. Conversely, certain ad display methods may not consistently enhance perceived benefits and could detract from consumer engagement if not well-aligned with audience expectations. These findings offer strategic insights into optimizing AI applications in digital advertising, underscoring the importance of aligning ad content with consumer expectations to maximize positive emotional responses and drive purchasing behavior.

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