AHCI RESEARCH GROUP

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Papers published in international journals,
proceedings of conferences, workshops and books.

OUR RESEARCH

Scientific Publications

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2024

Gujar, P.; Paliwal, G.; Panyam, S.

Generative AI and the Future of Interactive and Immersive Advertising Proceedings Article

In: D., Rivas-Lalaleo; S.L.S., Maita (Ed.): ETCM - Ecuador Tech. Chapters Meet., Institute of Electrical and Electronics Engineers Inc., 2024, ISBN: 979-835039158-9 (ISBN).

Abstract | Links | BibTeX | Tags: Ad Creation, Adversarial machine learning, Advertising Technology (AdTech), Advertizing, Advertizing technology, Augmented Reality, Augmented Reality (AR), Generative adversarial networks, Generative AI, Immersive, Immersive Advertising, Immersive advertizing, Interactive Advertising, Interactive advertizing, machine learning, Machine-learning, Marketing, Mixed reality, Mixed Reality (MR), Personalization, Personalizations, User Engagement, Virtual environments, Virtual Reality, Virtual Reality (VR)

@inproceedings{gujar_generative_2024,

title = {Generative AI and the Future of Interactive and Immersive Advertising},

author = {P. Gujar and G. Paliwal and S. Panyam},

editor = {Rivas-Lalaleo D. and Maita S.L.S.},

url = {https://www.scopus.com/inward/record.uri?eid=2-s2.0-85211805262&doi=10.1109%2fETCM63562.2024.10746166&partnerID=40&md5=179c5ceeb28ed72e809748322535c7ad},

doi = {10.1109/ETCM63562.2024.10746166},

isbn = {979-835039158-9 (ISBN)},

year  = {2024},

date = {2024-01-01},

booktitle = {ETCM - Ecuador Tech. Chapters Meet.},

publisher = {Institute of Electrical and Electronics Engineers Inc.},

abstract = {Generative AI is revolutionizing interactive and immersive advertising by enabling more personalized, engaging experiences through advanced technologies like VR, AR, and MR. This transformation is reshaping how advertisers create, deliver, and optimize content, allowing for two-way communication and blurring lines between digital and physical worlds. AI enhances user engagement through predictive analytics, real-time adaptation, and natural language processing, while also optimizing ad placement and personalization. Future trends include integration with emerging technologies like 5G and IoT, fully immersive experiences, and hyper-personalization. However, challenges such as privacy concerns, transparency issues, and ethical considerations must be addressed. As AI continues to evolve, it promises to create unprecedented opportunities for brands to connect with audiences in meaningful ways, potentially blurring the line between advertising and interactive entertainment. The industry must proactively address these challenges to ensure AI-driven advertising enhances user experiences while respecting privacy and maintaining trust. © 2024 IEEE.},

keywords = {Ad Creation, Adversarial machine learning, Advertising Technology (AdTech), Advertizing, Advertizing technology, Augmented Reality, Augmented Reality (AR), Generative adversarial networks, Generative AI, Immersive, Immersive Advertising, Immersive advertizing, Interactive Advertising, Interactive advertizing, machine learning, Machine-learning, Marketing, Mixed reality, Mixed Reality (MR), Personalization, Personalizations, User Engagement, Virtual environments, Virtual Reality, Virtual Reality (VR)},

pubstate = {published},

tppubtype = {inproceedings}

}