Advertising in the Age of Agentic AI: Call for Research (editorial)
Advertising in the Age of Agentic AI: Call for Research (editorial)
Jooyoung Kim (2025). “Advertising in the Age of Agentic AI: Call for Research (editorial),” Journal of Interactive Advertising, 25(3), 215–221. https://doi.org/10.1080/15252019.2025.2557107 Abstract: Agentic artificial intelligence (AI) is rapidly transforming the advertising process within the AI-powered search environment. The shift from search to dialogue, together with the rise of answer engines and zero-click interactions, is prompting a rethinking of what influence means and how it operates in AI-mediated exchanges. These transformations carry important implications for media planning, invite reinterpretation of classic persuasion theories, and encourage a redefinition of interactive advertising in the AI era. For scholars, theoretical adaptation to these evolving connected dynamics is no longer optional—it is necessary.
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