Grounded theory in AI-enhanced women’s image in advertising

Abstract

This study delves into the critical intersection of artificial intelligence (AI) and women’s representation in advertising, focusing on its impact on gender identity formation. AI has become a powerful tool in the marketing world, enabling advanced image manipulation and content creation in ads. The research investigates how AI imagery affects prevailing beauty norms and gender stereotypes, influencing societal views of women. It examines the ethical aspects of AI-driven personalization in marketing and its effect on consumer perceptions, particularly in Lithuania. The study also explores AI’s potential to foster diversity and inclusion by depicting women from various backgrounds, body types, and abilities. Ethical considerations and responsibilities associated with AI’s influence on women’s portrayal in advertising are emphasized, echoing the views of other marketing experts. This research highlights AI’s transformative role in shaping gender identities in advertising, offering important insights for marketing professionals, advertisers, and academics. It encourages the responsible use of AI to improve women’s representation in advertising.