Peranan dan pengaruh Kecerdasan Buatan (AI) terhadap industri periklanan di Malaysia
List of Authors
  • Abdul Latiff Ahmad , Hamimda Agil

Keyword
  • Kecerdasan buatan (AI), periklanan, kecerdasan buatan periklanan, privasi, keselamatan data pengguna

Abstract
  • Kemajuan ketara dalam inovasi teknologi telah mentransformasikan pelbagai tugasan yang dahulunya dilakukan secara manual dan konvensional. Perubahan ini telah menjadikan teknologi kecerdasan buatan (AI) digunakan secara meluas dalam periklanan untuk meningkatkan kecekapan dan memenuhi permintaan pasaran. Berbanding dengan penghasilan iklan konvensional, AI dilihat sebagai teknologi yang banyak memudahkan proses secara optimum, penyelenggaraan yang minimum, pembantu maya, mengesan penipuan serta turut berfungsi sebagai pengesan anomali. Bagaimanapun, kebimbangan terhadap kesan AI terhadap proses pengiklanan semakin meningkat kerana berlakunya perubahan fungsinya yang dianggap lebih sistematik dan pantas. Terdapat risiko dan kesan buruk penggunaan AI dalam periklanan yang menyebabkan keengganan pemain industri untuk menerima pakai teknologi ini. Justeru, kajian ini dijalankan untuk melihat peranan dan pengaruh AI serta cabarannya terhadap industri periklanan dengan mengambil kira beberapa risiko moral dan kebimbangan privasi melalui kaedah temubual mendalam dengan 11 pengamal periklanan di Malaysia. Pengamal periklanan yang dipilih adalah berdasarkan pengalaman mereka berdepan dengan teknologi ini, yang akhirnya memberikan dapatan yang holistik terhadap kajian. Terdapat empat tema yang dicerap berdasarkan sesi temubual dan tema-tema tersebut mencakupi implikasi aplikasi AI dalam industri periklanan serta isu-isu yang melibatkan etika. Kajian ini turut mencadangkan beberapa ruang baharu yang boleh diterokai pada masa hadapan seperti langkah untuk mengelakkan risiko moral dan cara terbaik untuk mengkaji semula isu berkenaan hak cipta.

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