AI influence in advertising: Consumer perceptions, creative limitations and social implications of algorithmic bias

Please note: Applications for this PhD have closed. This PhD will commence in October 2026.

Costs for student visa and immigration health surcharge are not covered by this bursary. For further guidance and advice visit our international and EU students ‘Visa FAQs’ page.

This funded PhD is only open to new students who do not hold a previous doctoral level qualification.

Artificial Intelligence (AI) is rapidly transforming the advertising landscape, offering brand owners and agencies new capabilities in targeting, personalization, content creation, and optimisation (Malthouse and Copulsky, 2023). The advancement of AI technologies has led to AI increasingly being embedded in advertising strategies. From creative development to media scheduling, the advertising industry is using AI technologies to drive effectiveness and efficiencies.

This new era of AI technology presents both opportunities and significant challenges for the advertising industry. While opportunities abound in areas of optimisation and efficiencies, there are also a variety of challenges which accompany the use of AI in advertising settings.  The challenges include factors such as ethical concerns, algorithmic bias, creativity, data privacy and consumer trust.

This study aims to understand consumer perceptions of AI-generated advertising, examine the creative and emotional limitations of generative AI in advertising and investigate the social implications of algorithmic bias in AI-driven ad delivery. The study will consider the concerns around algorithmic bias and assess the broader societal implications of these biases in digital marketing ecosystems.

The study will inform advertising research and practice (Fill and Turnbull, 2023; Turnbull, 2022, Turnbull, 2023, Waqas et al., 2025).

The project will be a compilation style thesis (CST), further information about the style can be obtained from the supervisor.

References:

Fill, C. and Turnbull, S (2023). Marketing Communications: fame, influencers and agility. Pearson: Harlow. 

Kelly, L.D., Turnbull, S. and Jugenheimer, D.W. (2023).  Advertising Account Planning: Planning and Managing Strategic Communication Campaigns. Routledge.

Malthouse, E., & Copulsky, J. (2023). Artificial intelligence ecosystems for marketing communications. International Journal of Advertising, 42(1), 128-140.

Turnbull, S. (2022). Digital advertising: measurement, metrics and future research agenda. In Hanlon and Tuten. Handbook of Digital & Social Media Marketing. SAGE.

Waqas, M., Khalid, A., Usman, M., Viglia, G., & Bani-Melhem, S. (2025). Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors. European Journal of Marketing.