Cultural Lag, Consumer Literacy, and Coping in AI-Enabled Advertising: A Theoretical Explication and Managerial Solutions
通过12场焦点小组讨论，研究了不同世代消费者对AI广告的文化滞后、素养不足及应对策略，为广告管理和政策制定提供参考。
Artificial intelligence (AI) has transformed the advertising industry, yet important research gaps remain in understanding: (a) the cultural dimensions lagging behind AI-enabled advertising, particularly in ad creation and ad placement; (b) consumer literacy and sensemaking of AI-enabled advertising; and (c) how consumers cope with AI-enabled ads and what solutions they recommend. Our research aims to fill these gaps, guided by the culture lag theory and persuasion knowledge model (PKM). We conducted 12 focus group discussions across different generational cohorts (Gen Z, Millennials, Gen X, Baby Boomers) and found four different cultural aspects that lag behind AI-enabled advertising: consumer beliefs; consumer knowledge and literacy; public policy; and public education. Most participants lack the literacy to differentiate AI-enabled ads from traditional ads in absence of AI disclosure, and they employ various coping strategies to address concerns over AI-enabled ad creation and data privacy risks from AI-enabled ad placement. Theoretically, we enrich the investigation leveraging on the theory of culture lag in explaining the discrepancy between technological development and social structures in context of AI and advertising. We also contribute to the application and theoretical understanding of PKM in AI-enabled advertising.