Advertising with HAART: Introducing Human–AI Asymmetric Relationship Theory
Generative artificial intelligence (GenAI)is rapidly reconfiguring advertising from message delivery and optimization to relationship-like exchanges between consumers and brands. While existing work has explained these interactions through social response accounts and interpersonal relationship theories, this lens risk...
Veronica L. Thomas, Heather Shoenberger, Andrés Gvirtz et al.
· Journal of Advertising · 0 citations