University Dissertation Proposal: AI and ML in Digital Advertising

This dissertation proposal examines the application of Artificial Intelligence (AI) and Machine Learning (ML) within the realm of digital advertising. The proposal outlines three key objectives: exploring AI technologies used in digital advertising, evaluating AI's role in programmatic advertising, and assessing speech/text recognition in this context. The study aims to contribute to both practice and theory, focusing on secondary methodology, data collection from peer-reviewed sources, and both qualitative and quantitative data analysis. The rationale highlights the increasing importance of AI and ML in marketing, emphasizing their role in predictive analysis and the enhancement of digital marketing strategies. The proposal includes a review of relevant literature, such as "The Executive Guide to Artificial Intelligence" and "Prediction Machines," and anticipates benefits like deeper understanding of AI's impact on digital marketing and improved operational processes. A detailed timetable is also provided, outlining the schedule for various stages of the dissertation process, from topic selection to final proofreading.

This dissertation proposal is a working document that helps you clarify your focus, objectives, academic
literature, methods and timetable.
2 Dissertation Topic
What will be the overarching area of study for your dissertation? Please remember that this can be
modified as your work progresses. Maximum 15 words.
The use of artificial intelligence and machine learning in digital advertising
3 Objectives
What are the three major specific objectives of your project? This will frame the scope of your project.
For example, what do you hope to explore, discover, prove or solve? Maximum 50 words.
• Explore the various AI technologies used today in digital advertising
• Evaluation and explanation of the use of AI in programmatic advertising (automated buying and selling
of online advertising)
• Evaluation of Speech / Text Recognition in digital advertising
4 Proposed Contribution
Will your dissertation contribute to theory, practice or both? How? Maximum 100 words.
Practice and theory
5 Rationale
Machine Learning and Artificial Intelligence have been one of the most accepted technology that is
present in today's society. In today's society, AI and ML have been finding its usage in the different
business sector. Marketing is one of the prime industry that has been using these technologies. Usage of
AI has been acting necessary in performing predictive analysis. Predictive analysis has been one of the
primary department of marketing. Machine learning has also been affecting digital marketing processing.
With the proper implementation of a blend of AI and ML, it is expected that digital marketing strategies
will be getting enhanced.
6 Proposed Methodology
Secondary methodology will be used in the process of data collection and data analysis. In this case, data
will be collected from peer-reviewed journals and articles. The very first step that will be performed is
establishment of research question and hence wise tracing the data location will be performed. Proper
gathering of the sources that might be used in the process of data collection will be performed in this
section. After the selection of the data set the central aspect that is to be considered will be data
evaluation. Hence wise the data that will be collected will be analysed as well. Both qualitative and
quantitative data collection and analysis will be performed. Initially, qualitative data analysis will be
performed. After performing quantitative data analysis, a proper understanding of the concept will be
made. With adequate performing of the quantitative data collection, analytical data will be collected and
analysed. This will act as a base for future research work in quantitative analysis. After performing
qualitative data collection and analysis, quantitative data collection will be made. Data will be collected
from peer-reviewed journals and articles. This will ensures that copyright issues will be getting
eliminated.

7 Relevant Literature
What relevant literature have you already looked at? List the 8 books or journal articles that you believe
are of relevance to your proposed study.
1.) The Executive Guide to Artificial Intelligence: How to identify and implement applications for AI in your
organization
2.) Artificial Intelligence and Machine Learning for Business: A No-Nonsense Guide to Data-Driven
Technologies
3.) Prediction Machines: The Simple Economics of Artificial Intelligence
4.) Using Artificial Intelligence in Marketing
5.) Rise of the Robots: Technology and the Threat of a Jobless Future
6.) HBR - How Marketers Can Start Integrating AI in Their Work
7.) How Digital Technologies Are Enabling Consumers and Transforming the Practice of Marketing
8.) Computational Advertising: A Paradigm Shift for Advertising and Marketing? Yanwu Yang
8 Benefits
What is the anticipated value of your dissertation to your organisation or society as a whole? List 3
benefits of your dissertation. Maximum 50 words.
1) Having deep learning on the topic of prediction machines will be helpful in digital marketing process
2) This dissertation will also provide a proper understanding of the importance of AI in marketing;
hence, this will be helping in bettering of the operational process.
3) Description regarding HBR will also be provided. This will enhance functioning process of digital
marketing.
9 Timetable
Please provide a proposed schedule for your dissertation process.
Activity Deadline
Selection of project topic
Approval of the project topic
Describe the research problem
Describe the importance of the dissertation problem
Develop a structure
Get an approval of the structure.
Perform the methodology section
Documentation of the methodology
Analyse the secondary and primary data that are collected
Make a timeline for the research stage
Perform Literature Review
Documentation of the findings
Create the first draft
Get it approved
Complete the dissertation
Proofread the same
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