Untact, Immersive, and Hyperpersonalized: The New Norm in Advertising

Abstract

The advertising industry has seen a lot of changes and innovations, and most of these can be attributed to hyperpersonalization and futuristic technologies such as AI, blockchain, and augmented reality (AR) among other. This chapter assesses the transformation of advertising from traditional mass marketing of products and services to modern data-centric customized advertisements that appeal to an individual's preferences, behavioral biases and feelings. As businesses take control of AI and machine learning in the real time optimization of advertisement delivery, the ethical issues around privacy, use of data and transparency become vital. The chapter looks at emerging trends such as immersive advertising in the metaverse and short-form video ads, and discusses the impact of location-based advertising (LBA) on consumer engagement. Hyperpersonalization will offers opportunities for brands, but solving the consumer trust and regulatory compliance remains a challenge. This chapter seeks to provide insights into balancing innovation with ethical advertising practices for the future.