Adopting AI Advertising Creative Technology in China: A Mixed Method Study Through the Technology-Organization-Environment (TOE) Framework, Perceived Value and Ethical Concerns

Abstract

Artificial Intelligence (AI) is a powerful force that is reshaping and challenging the ad industry by increasing its efficiency and accountability. The industry must invent new ways to work with AI technologies. This study takes the perspective of professionals in the advertising industry and explores the key factors influencing their adoption of AI ad creative technology through quantitative survey and computational textual analysis. The findings reveal that perceived usefulness, perceived control, corporate innovativeness, and competitive pressure all have a direct impact on the adoption of AI ad creative technology, with perceived value acting as a crucial intermediary. Moreover, adoption may be tempered by industry professionals’ ethical concerns about the technology. The findings reveal nuanced views of professionals on AI in advertising, providing valuable theoretical and practical insights.

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