The adoption of artificial intelligence in programmatic advertising in South Africa based on relative ease and usefulness using the diffusion of technology theory

Abstract

The modern business landscape is undergoing rapid transformation, driven by the fourth industrial revolution, which fundamentally changes customer needs and expectations. The dynamic duo of technological advancement and changing customer expectations has rewritten the rules of the brand-customer engagement model. Customers are now seeking personalised experiences while prioritising data safety and privacy, adding complexity to online interactions. In this digital era, successful brands will be those that balance personalised connection with robust data protection. This research study leveraged the Diffusion of Technology theoretical framework to understand how the adoption of artificial intelligence in programmatic advertising is influenced based on relative ease and usefulness in South African organisations. The extant literature review process revealed that the adoption of artificial intelligence in programmatic advertising is still in a nascent stage in South Africa. Furthermore, programmatic advertising within digital advertising is significantly under-researched. Therefore, this research study has been undertaken to understand the adoption of artificial intelligence in programmatic advertising based on relative ease of use and usefulness. This exploratory study employed a qualitative research approach, conducting 12 semistructured interviews with Google Partners, digital media experts with hands-on experience in artificial intelligence-driven programmatic advertising. Google Partners' expertise made them ideal participants, providing valuable insights into artificial intelligence’s role in programmatic advertising. This study found a significant gap in artificial intelligence adoption for programmatic advertising, driven by marketers' perceptions of AI's usefulness and ease of use. These findings, informed by the Diffusion of Technology theory, highlight key factors influencing marketers' decisions to integrate artificial intelligence into their advertising strategies.