Using AI predicted personality to enhance advertising effectiveness

Purpose The purpose of this study is twofold: first to demonstrate the application an algorithm using contextual data ascertain consumer personality traits; and second explore factors impacting relationship between traits advertisement persuasiveness. Design/methodology/approach A mixed-method approach that comprises two distinct yet complementary studies. uses quantitative methods based on a sample 35,264 retail banking customers. Study 2 explores findings emerge from 1 qualitative methods. Findings This paper finds matching with congruent advertising messages can lead more effective persuasion for most types. For consumers who exhibit neurotic traits, ameliorating perceived risks during purchasing providing cues social acceptance goal attainment are important effectiveness. These also had positive impact behaviour extroverted consumers. Research limitations/implications research focusses understanding dominant trait. However, people likely combination or even all Big Five traits. Practical implications Building advances in natural language processing, enabling identification language, demonstrates possibility influencing by machine inferred persuasive advertising. It one few studies use instead media capture individual personality. Such serves authentic rather than contrived persona. Further, identifies may moderate thereby provides explanation why some differences those anticipated existing theory. Originality/value Although idea be responsive their type has already been successfully applied practitioners documented scholars, extends identifying