Leveraging AI-Enabled Digital Twins for Smart Advertising Design and Testing

Advertising design and creativity play a pivotal role in advertising strategy. In the era of digitalization, there are many emerging technologies, such as Artificial Intelligence (AI), Internet of Things (IoT), Virtual reality (VR), Cloud and Fog Computing (FC), which were developed for use in many design and development of smart systems. These technologies with other autonomous devices, technologies, surveys, models, and software are creating extensive, complex, and diverse advertising data sets. These data diversity and heterogeneity may hinder advertising studies. Thus, there is a clear need to synthesize, synchronize, integrate, and interoperability the large-scale data sets according to predefined decision rules and research objectives. Against this backdrop, this paper introduces a new platform of data integration and modeling— Advertising Digital Twins (ADTs). Digital twins (DTs) are virtual copies of products, services, processes, ads, campaigns, or humans encompassing all the relevant entities’ elements. Although numerous research studies have been published on DTs, none hitherto have been conducted in marketing communication. This paper aims to bridge two perspectives: on one side, the authors acknowledge the value of ADT as a data fusion platform. On the other side, the authors build on previous scholarship to suggest a conceptual framework for implementing this platform in future advertising studies.

Keywords: Digital Twins (DTs), AI, Advertising Creativity/Design, Human-In-The-Loop (HITL), MarketingIoT, IMC, Data Fusion.