{"id":"https://openalex.org/W7203662610","doi":"https://doi.org/10.1080/15252019.2026.2710678","title":"Artificial Intelligence in Advertising: A Scientometric and Thematic Synthesis of Four Paradoxes","display_name":"Artificial Intelligence in Advertising: A Scientometric and Thematic Synthesis of Four Paradoxes","publication_year":2026,"publication_date":"2026-08-18","ids":{"openalex":"https://openalex.org/W7203662610","doi":"https://doi.org/10.1080/15252019.2026.2710678"},"language":"en","primary_location":{"id":"doi:10.1080/15252019.2026.2710678","doi":"https://doi.org/10.1080/15252019.2026.2710678","is_oa":false,"landing_page_url":"https://doi.org/10.1080/15252019.2026.2710678","pdf_url":null,"source":{"id":"https://openalex.org/S2764995312","display_name":"Journal of Interactive Advertising","issn_l":"1525-2019","issn":["1525-2019"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","fnege-4","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Interactive Advertising","raw_type":"journal-article"},"parent_works":[],"lineage":["https://openalex.org/W7203662610"],"child_works_count":0,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5050399653","display_name":"G\u00fclten ADALI AYDIN","orcid":"https://orcid.org/0000-0002-7068-4482","observed_orcids":["https://orcid.org/0000-0002-7068-4482"]},"institutions":[{"id":"https://openalex.org/I197907453","display_name":"Akdeniz University","ror":"https://ror.org/01m59r132","country_code":"TR","type":"education","lineage":["https://openalex.org/I197907453"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"G\u00fclten Adal\u0131","raw_affiliation_strings":["Akdeniz University"],"raw_orcid":"https://orcid.org/0000-0002-7068-4482","affiliations":[{"raw_affiliation_string":"Akdeniz University","institution_ids":["https://openalex.org/I197907453"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5082045966","display_name":"Fatma Yardibi","orcid":"https://orcid.org/0000-0001-8852-2708","observed_orcids":["https://orcid.org/0000-0001-8852-2708"]},"institutions":[{"id":"https://openalex.org/I197907453","display_name":"Akdeniz University","ror":"https://ror.org/01m59r132","country_code":"TR","type":"education","lineage":["https://openalex.org/I197907453"]}],"countries":["TR"],"is_corresponding":false,"raw_author_name":"Fatma Yardibi","raw_affiliation_strings":["Akdeniz University"],"raw_orcid":"https://orcid.org/0000-0001-8852-2708","affiliations":[{"raw_affiliation_string":"Akdeniz University","institution_ids":["https://openalex.org/I197907453"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5069997408","display_name":"\u00d6m\u00fcr Talay","orcid":"https://orcid.org/0000-0002-1633-6655","observed_orcids":["https://orcid.org/0000-0002-1633-6655"]},"institutions":[{"id":"https://openalex.org/I197907453","display_name":"Akdeniz University","ror":"https://ror.org/01m59r132","country_code":"TR","type":"education","lineage":["https://openalex.org/I197907453"]}],"countries":["TR"],"is_corresponding":true,"raw_author_name":"\u00d6m\u00fcr Talay","raw_affiliation_strings":["Akdeniz University"],"raw_orcid":"https://orcid.org/0000-0002-1633-6655","affiliations":[{"raw_affiliation_string":"Akdeniz University","institution_ids":["https://openalex.org/I197907453"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5069997408"],"corresponding_institution_ids":["https://openalex.org/I197907453"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"26","issue":"4","first_page":"293","last_page":"310"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.7163000106811523,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.7163000106811523,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.1712999939918518,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.09889999777078629,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/paradox","display_name":"paradox","score":0.5130000114440918},{"id":"https://openalex.org/keywords/human-ai-collaboration","display_name":"human-AI collaboration","score":0.9039999842643738},{"id":"https://openalex.org/keywords/ai-generated-advertising","display_name":"AI-generated advertising","score":0.996999979019165},{"id":"https://openalex.org/keywords/virtual-influencers","display_name":"virtual influencers","score":0.996999979019165},{"id":"https://openalex.org/keywords/creative-autonomy","display_name":"creative autonomy","score":0.4830000102519989},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.5130000114440918}],"concepts":[{"id":"https://openalex.org/C93692415","wikidata":"https://www.wikidata.org/wiki/Q1502030","display_name":"Thematic map","level":2,"score":0.6236000061035156},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.5662000179290771},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5311999917030334},{"id":"https://openalex.org/C204321447","wikidata":"https://www.wikidata.org/wiki/Q30642","display_name":"Natural language processing","level":1,"score":0.3702000081539154},{"id":"https://openalex.org/C9652623","wikidata":"https://www.wikidata.org/wiki/Q190109","display_name":"Field (mathematics)","level":2,"score":0.2962000072002411},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.29170000553131104},{"id":"https://openalex.org/C157170001","wikidata":"https://www.wikidata.org/wiki/Q4781507","display_name":"Applications of artificial intelligence","level":2,"score":0.27649998664855957},{"id":"https://openalex.org/C188147891","wikidata":"https://www.wikidata.org/wiki/Q147638","display_name":"Cognitive science","level":1,"score":0.26409998536109924},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2547999918460846},{"id":"https://openalex.org/C155092808","wikidata":"https://www.wikidata.org/wiki/Q182557","display_name":"Computational linguistics","level":2,"score":0.25290000438690186},{"id":"https://openalex.org/C74196892","wikidata":"https://www.wikidata.org/wiki/Q7781188","display_name":"Thematic analysis","level":3,"score":0.25119999051094055}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/15252019.2026.2710678","doi":"https://doi.org/10.1080/15252019.2026.2710678","is_oa":false,"landing_page_url":"https://doi.org/10.1080/15252019.2026.2710678","pdf_url":null,"source":{"id":"https://openalex.org/S2764995312","display_name":"Journal of Interactive Advertising","issn_l":"1525-2019","issn":["1525-2019"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","cwts-core","fnege-4","jufo-1","norway-1","poland-20","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Interactive Advertising","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":80,"referenced_works":["https://openalex.org/W1546171873","https://openalex.org/W1700132089","https://openalex.org/W1791587663","https://openalex.org/W1991015565","https://openalex.org/W2084235337","https://openalex.org/W2084612155","https://openalex.org/W2097118035","https://openalex.org/W2100379340","https://openalex.org/W2109305774","https://openalex.org/W2115040353","https://openalex.org/W2121001699","https://openalex.org/W2123841895","https://openalex.org/W2513748402","https://openalex.org/W2521701804","https://openalex.org/W2891336206","https://openalex.org/W2901724277","https://openalex.org/W2955088691","https://openalex.org/W2971678316","https://openalex.org/W2971809650","https://openalex.org/W2972146781","https://openalex.org/W2979906316","https://openalex.org/W2979963738","https://openalex.org/W2989530049","https://openalex.org/W2998528801","https://openalex.org/W2998829516","https://openalex.org/W3013160799","https://openalex.org/W3049423500","https://openalex.org/W3088686867","https://openalex.org/W3090642997","https://openalex.org/W3093033010","https://openalex.org/W3096690806","https://openalex.org/W3111938869","https://openalex.org/W3124701710","https://openalex.org/W3130825363","https://openalex.org/W3133775012","https://openalex.org/W3157172840","https://openalex.org/W3159096324","https://openalex.org/W3164960502","https://openalex.org/W4292212959","https://openalex.org/W4293503772","https://openalex.org/W4312192935","https://openalex.org/W4315797176","https://openalex.org/W4319437872","https://openalex.org/W4386588578","https://openalex.org/W4387876398","https://openalex.org/W4389947334","https://openalex.org/W4391304312","https://openalex.org/W4392337472","https://openalex.org/W4392771837","https://openalex.org/W4396215877","https://openalex.org/W4396852208","https://openalex.org/W4401572707","https://openalex.org/W4402064865","https://openalex.org/W4403259209","https://openalex.org/W4403317024","https://openalex.org/W4404524150","https://openalex.org/W4406358028","https://openalex.org/W4407033999","https://openalex.org/W4407257564","https://openalex.org/W4407589056","https://openalex.org/W4408328890","https://openalex.org/W4408668601","https://openalex.org/W4409123418","https://openalex.org/W4409555024","https://openalex.org/W4410095525","https://openalex.org/W4411867851","https://openalex.org/W4412185096","https://openalex.org/W4412366334","https://openalex.org/W4412597952","https://openalex.org/W4412894630","https://openalex.org/W4413510090","https://openalex.org/W4413767656","https://openalex.org/W4414067311","https://openalex.org/W4414347090","https://openalex.org/W4414623969","https://openalex.org/W4414652757","https://openalex.org/W4414737340","https://openalex.org/W4417434782","https://openalex.org/W7128205154","https://openalex.org/W7214214077"],"related_works":["https://openalex.org/W4412894630","https://openalex.org/W7162135329","https://openalex.org/W7167702625","https://openalex.org/W7203616363","https://openalex.org/W4392388499","https://openalex.org/W4401857503","https://openalex.org/W4382600521","https://openalex.org/W7131772420","https://openalex.org/W7166056633","https://openalex.org/W7160921026"],"abstract_inverted_index":{"Artificial":[0],"intelligence":[1],"(AI)":[2],"advertising":[3,172],"research":[4],"has":[5],"been":[6],"expanding":[7],"rapidly":[8],"but":[9],"remains":[10],"conceptually":[11],"fragmented.":[12],"Findings":[13],"across":[14],"the":[15,64,91,94,106,150,153,159,167,188],"field":[16],"pull":[17],"in":[18],"opposite":[19],"directions:":[20],"personalization":[21,132],"improves":[22],"relevance":[23],"yet":[24,30,41],"erodes":[25],"trust,":[26],"automation":[27,135],"accelerates":[28],"production":[29],"compresses":[31],"creative":[32,137],"autonomy,":[33],"and":[34,46,90,99,116,142,182],"anthropomorphic":[35],"AI":[36,190],"agents":[37],"can":[38],"strengthen":[39],"engagement":[40],"provoke":[42],"discomfort.":[43],"Existing":[44],"bibliometric":[45],"scientometric":[47,68],"studies":[48],"map":[49],"what":[50],"is":[51],"being":[52],"studied":[53],"without":[54],"explaining":[55],"why":[56],"findings":[57],"contradict":[58],"each":[59,148],"other.":[60],"Stage":[61,103],"1":[62],"of":[63,70,73,93,105,170,174],"current":[65,107],"study,":[66],"a":[67,82],"analysis":[69],"475":[71],"Web":[72],"Science":[74],"publications":[75],"(2005\u20132025),":[76],"showed":[77],"38%":[78],"average":[79],"annual":[80],"growth,":[81],"shift":[83],"from":[84,166],"technical":[85],"optimization":[86],"toward":[87],"human-centric":[88],"themes,":[89],"dominance":[92],"Human\u2013AI":[95],"Collaboration,":[96],"AI-Generated":[97],"Advertising,":[98],"Virtual":[100],"Influencer":[101],"clusters.":[102],"2":[104],"study":[108],"applied":[109],"thematic":[110],"synthesis":[111,121],"to":[112,157],"22":[113],"quality-assessed":[114],"qualitative":[115],"mixed-method":[117],"communication":[118],"studies.":[119],"The":[120,177],"produced":[122],"seven":[123],"analytical":[124],"themes":[125],"organized":[126],"around":[127],"four":[128],"structurally":[129,180],"linked":[130],"paradoxes:":[131],"versus":[133,136,140,144],"surveillance,":[134],"agency,":[138],"anthropomorphism":[139],"authenticity,":[141],"transparency":[143],"cognitive":[145],"overload.":[146],"In":[147],"paradox,":[149],"mechanism":[151],"producing":[152],"benefit":[154],"was":[155],"found":[156],"produce":[158],"cost":[160],"as":[161],"well;":[162],"such":[163],"tensions":[164,189],"arise":[165],"constitutive":[168],"logic":[169],"AI-mediated":[171],"instead":[173],"poor":[175],"implementation.":[176],"contradictions":[178],"become":[179],"predictable,":[181],"practitioners":[183],"gain":[184],"decision":[185],"frameworks":[186],"for":[187],"integration":[191],"generates.":[192]},"counts_by_year":[],"updated_date":"2026-11-14T11:04:58.165337","created_date":"2026-08-19T00:00:00"}