{"id":"https://openalex.org/W7224100095","doi":"https://doi.org/10.1080/00913367.2026.2744238","title":"Agentic AI Personalization in Advertising: Realizing the True Potential of N = 1","display_name":"Agentic AI Personalization in Advertising: Realizing the True Potential of N = 1","publication_year":2026,"publication_date":"2026-10-28","ids":{"openalex":"https://openalex.org/W7224100095","doi":"https://doi.org/10.1080/00913367.2026.2744238"},"language":"en","primary_location":{"id":"doi:10.1080/00913367.2026.2744238","doi":"https://doi.org/10.1080/00913367.2026.2744238","is_oa":true,"landing_page_url":"https://doi.org/10.1080/00913367.2026.2744238","pdf_url":"https://www.tandfonline.com/doi/pdf/10.1080/00913367.2026.2744238?needAccess=true","source":{"id":"https://openalex.org/S103311983","display_name":"Journal of Advertising","issn_l":"0091-3367","issn":["0091-3367","1557-7805"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-2","poland-140","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":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://www.tandfonline.com/doi/pdf/10.1080/00913367.2026.2744238?needAccess=true","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5083697329","display_name":"Julien Cloarec","orcid":"https://orcid.org/0000-0002-9862-6137","observed_orcids":["https://orcid.org/0000-0002-9862-6137"]},"institutions":[{"id":"https://openalex.org/I874609350","display_name":"Universit\u00e9 Jean Moulin Lyon III","ror":"https://ror.org/05b5c0584","country_code":"FR","type":"education","lineage":["https://openalex.org/I203339264","https://openalex.org/I874609350"]}],"countries":["FR"],"is_corresponding":false,"raw_author_name":"Julien Cloarec","raw_affiliation_strings":["Universit\u00e9 Jean Moulin Lyon 3"],"raw_orcid":"https://orcid.org/0000-0002-9862-6137","affiliations":[{"raw_affiliation_string":"Universit\u00e9 Jean Moulin Lyon 3","institution_ids":["https://openalex.org/I874609350"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5004541966","display_name":"Kirk A. Plangger","orcid":"https://orcid.org/0000-0002-0354-9707","observed_orcids":["https://orcid.org/0000-0002-0354-9707"]},"institutions":[{"id":"https://openalex.org/I183935753","display_name":"King's College London","ror":"https://ror.org/0220mzb33","country_code":"GB","type":"education","lineage":["https://openalex.org/I124357947","https://openalex.org/I183935753"]}],"countries":["GB"],"is_corresponding":false,"raw_author_name":"Kirk Plangger","raw_affiliation_strings":["King\u2019s College London"],"raw_orcid":"https://orcid.org/0000-0002-0354-9707","affiliations":[{"raw_affiliation_string":"King\u2019s College London","institution_ids":["https://openalex.org/I183935753"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5067243359","display_name":"Claire Monique Segijn","orcid":"https://orcid.org/0000-0002-2424-5737","observed_orcids":["https://orcid.org/0000-0002-2424-5737"]},"institutions":[{"id":"https://openalex.org/I130238516","display_name":"University of Minnesota","ror":"https://ror.org/017zqws13","country_code":"US","type":"education","lineage":["https://openalex.org/I130238516"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Claire M. Segijn","raw_affiliation_strings":["University of Minnesota, Twin Cities"],"raw_orcid":"https://orcid.org/0000-0002-2424-5737","affiliations":[{"raw_affiliation_string":"University of Minnesota, Twin Cities","institution_ids":["https://openalex.org/I130238516"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5009893200","display_name":"S. Shyam Sundar","orcid":"https://orcid.org/0000-0002-5779-8864","observed_orcids":["https://orcid.org/0000-0002-5779-8864"]},"institutions":[{"id":"https://openalex.org/I130769515","display_name":"Pennsylvania State University","ror":"https://ror.org/04p491231","country_code":"US","type":"education","lineage":["https://openalex.org/I130769515"]},{"id":"https://openalex.org/I848706","display_name":"Sungkyunkwan University","ror":"https://ror.org/04q78tk20","country_code":"KR","type":"education","lineage":["https://openalex.org/I848706"]}],"countries":["KR","US"],"is_corresponding":true,"raw_author_name":"S. Shyam Sundar","raw_affiliation_strings":["Penn State University","Sungkyunkwan University"],"raw_orcid":"https://orcid.org/0000-0002-5779-8864","affiliations":[{"raw_affiliation_string":"Penn State University","institution_ids":["https://openalex.org/I130769515"]},{"raw_affiliation_string":"Sungkyunkwan University","institution_ids":["https://openalex.org/I848706"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5031685026","display_name":"Taylor Jing Wen","orcid":"https://orcid.org/0000-0002-6967-1617","observed_orcids":["https://orcid.org/0000-0002-6967-1617"]},"institutions":[{"id":"https://openalex.org/I155781252","display_name":"University of South Carolina","ror":"https://ror.org/02b6qw903","country_code":"US","type":"education","lineage":["https://openalex.org/I155781252"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Taylor Jing Wen","raw_affiliation_strings":["University of South Carolina"],"raw_orcid":"https://orcid.org/0000-0002-6967-1617","affiliations":[{"raw_affiliation_string":"University of South Carolina","institution_ids":["https://openalex.org/I155781252"]}]}],"institutions":[],"countries_distinct_count":4,"institutions_distinct_count":6,"corresponding_author_ids":["https://openalex.org/A5009893200"],"corresponding_institution_ids":["https://openalex.org/I130769515","https://openalex.org/I848706"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.87749267,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"1","last_page":"21"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.4530999958515167,"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/T13355","display_name":"Marketing and Advertising Strategies","score":0.4530999958515167,"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/T12128","display_name":"AI in Service Interactions","score":0.31049999594688416,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.19539999961853027,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/agentic-ai","display_name":"agentic AI","score":0.9900000095367432},{"id":"https://openalex.org/keywords/personalization","display_name":"personalization","score":0.7730000019073486},{"id":"https://openalex.org/keywords/advertising","display_name":"advertising","score":0.8349999785423279},{"id":"https://openalex.org/keywords/n-1","display_name":"N 1s","score":0.5210000276565552},{"id":"https://openalex.org/keywords/generative-ai","display_name":"generative AI","score":0.5329999923706055}],"concepts":[{"id":"https://openalex.org/C183003079","wikidata":"https://www.wikidata.org/wiki/Q1000371","display_name":"Personalization","level":2,"score":0.7732999920845032},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5619999766349792},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4255000054836273},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.4083000123500824},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.3824999928474426},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3594000041484833},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.3328999876976013},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.30880001187324524},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.29440000653266907},{"id":"https://openalex.org/C180747234","wikidata":"https://www.wikidata.org/wiki/Q23373","display_name":"Cognitive psychology","level":1,"score":0.2538999915122986}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/00913367.2026.2744238","doi":"https://doi.org/10.1080/00913367.2026.2744238","is_oa":true,"landing_page_url":"https://doi.org/10.1080/00913367.2026.2744238","pdf_url":"https://www.tandfonline.com/doi/pdf/10.1080/00913367.2026.2744238?needAccess=true","source":{"id":"https://openalex.org/S103311983","display_name":"Journal of Advertising","issn_l":"0091-3367","issn":["0091-3367","1557-7805"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-2","poland-140","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":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1080/00913367.2026.2744238","doi":"https://doi.org/10.1080/00913367.2026.2744238","is_oa":true,"landing_page_url":"https://doi.org/10.1080/00913367.2026.2744238","pdf_url":"https://www.tandfonline.com/doi/pdf/10.1080/00913367.2026.2744238?needAccess=true","source":{"id":"https://openalex.org/S103311983","display_name":"Journal of Advertising","issn_l":"0091-3367","issn":["0091-3367","1557-7805"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-2","norway-2","poland-140","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":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Advertising","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[{"id":"https://openalex.org/G1428394818","display_name":null,"funder_award_id":"RS- 2024-00459638","funder_id":"https://openalex.org/F4320328359","funder_display_name":"Ministry of Science and ICT, South Korea"}],"funders":[{"id":"https://openalex.org/F4320309636","display_name":"University of Minnesota","ror":"https://ror.org/03grvy078"},{"id":"https://openalex.org/F4320312770","display_name":"Academy of Marketing","ror":"https://ror.org/014x5gh74"},{"id":"https://openalex.org/F4320320300","display_name":"European Commission","ror":"https://ror.org/00k4n6c32"},{"id":"https://openalex.org/F4320328359","display_name":"Ministry of Science and ICT, South Korea","ror":"https://ror.org/01wpjm123"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7224100095.pdf","grobid_xml":"https://content.openalex.org/works/W7224100095.grobid-xml"},"referenced_works_count":58,"referenced_works":["https://openalex.org/W317100620","https://openalex.org/W1102119687","https://openalex.org/W1479688811","https://openalex.org/W1973904190","https://openalex.org/W1974065322","https://openalex.org/W2018881137","https://openalex.org/W2064636232","https://openalex.org/W2100767128","https://openalex.org/W2107521404","https://openalex.org/W2111865761","https://openalex.org/W2114622107","https://openalex.org/W2121107665","https://openalex.org/W2130995195","https://openalex.org/W2138584823","https://openalex.org/W2187336854","https://openalex.org/W2405896853","https://openalex.org/W2566711203","https://openalex.org/W2611012316","https://openalex.org/W2618496869","https://openalex.org/W2789734555","https://openalex.org/W2801705591","https://openalex.org/W2921770172","https://openalex.org/W2972782898","https://openalex.org/W2985973991","https://openalex.org/W2994007112","https://openalex.org/W2998829516","https://openalex.org/W3023008627","https://openalex.org/W3039124223","https://openalex.org/W3087303264","https://openalex.org/W3092959302","https://openalex.org/W3112705270","https://openalex.org/W3115720499","https://openalex.org/W3138769209","https://openalex.org/W3211617313","https://openalex.org/W4200419431","https://openalex.org/W4211165611","https://openalex.org/W4229371730","https://openalex.org/W4235809384","https://openalex.org/W4294300873","https://openalex.org/W4296042324","https://openalex.org/W4307298221","https://openalex.org/W4384198260","https://openalex.org/W4386599903","https://openalex.org/W4389280070","https://openalex.org/W4391713857","https://openalex.org/W4393165031","https://openalex.org/W4399193344","https://openalex.org/W4401867536","https://openalex.org/W4405400150","https://openalex.org/W4407589155","https://openalex.org/W4408668601","https://openalex.org/W4409627676","https://openalex.org/W4410175796","https://openalex.org/W4410496075","https://openalex.org/W4410609190","https://openalex.org/W4417332721","https://openalex.org/W7111123100","https://openalex.org/W7225262891"],"related_works":["https://openalex.org/W7169672558","https://openalex.org/W7163002654","https://openalex.org/W4388563953","https://openalex.org/W7055570029","https://openalex.org/W7163045867","https://openalex.org/W7203701475","https://openalex.org/W7214637948","https://openalex.org/W7204999151","https://openalex.org/W7220922562","https://openalex.org/W7216200535"],"abstract_inverted_index":{"With":[0],"the":[1,17,27,61,72,87,95,112],"rapid":[2],"diffusion":[3],"of":[4,20,29,77,82,114,128],"generative":[5],"artificial":[6],"intelligence":[7],"(AI),":[8],"we":[9],"have":[10],"come":[11],"closer":[12],"than":[13],"ever":[14],"to":[15,23,66,121],"achieving":[16],"holy":[18],"grail":[19],"personalizing":[21],"advertisements":[22],"individual":[24],"consumers,":[25],"i.e.,":[26],"ideal":[28],"N":[30],"=":[31],"1.":[32],"AI-driven":[33],"ad":[34],"serving":[35],"platforms":[36],"act":[37],"with":[38],"unprecedented":[39],"agency,":[40],"dynamically":[41],"creating":[42],"highly":[43],"tailored":[44],"appeals":[45],"and":[46,55,80,93,102],"experiences.":[47],"Such":[48],"\u201cagentic":[49],"AI":[50,91,116],"personalization\u201d":[51],"has":[52],"both":[53,99],"positive":[54],"negative":[56],"consequences.":[57],"This":[58],"article":[59],"traces":[60],"evolution":[62],"from":[63],"analog":[64],"personalization":[65,92,117],"agentic":[67,90,115],"personalization.":[68],"It":[69,85],"then":[70],"explicates":[71],"latter":[73],"concept":[74],"in":[75,98],"terms":[76],"breadth,":[78],"depth,":[79],"length":[81],"personalized":[83],"messaging.":[84],"overviews":[86],"processes":[88],"underlying":[89],"describes":[94],"dualities":[96],"inherent":[97],"its":[100],"foundation":[101],"operation.":[103],"Finally,":[104],"it":[105],"offers":[106],"a":[107],"theoretical":[108],"framework":[109],"for":[110,130],"studying":[111],"effects":[113],"on":[118],"consumer":[119],"responses":[120],"advertisements,":[122],"followed":[123],"by":[124],"an":[125],"illustrative":[126],"set":[127],"propositions":[129],"empirical":[131],"testing.":[132]},"counts_by_year":[],"updated_date":"2026-11-05T12:25:35.769452","created_date":"2026-10-29T00:00:00"}
