A3 Refereed book chapter or chapter in a compilation book
How Can Intelligent Persona Systems Support Online Advertisers’ Daily Work Tasks?
Authors: Salminen, Joni; Kaate, Ilkka; Olkkonen, Rami; Yang, Yanwu; Jung, Soon-Gyo; Jansen, Bernard J.
Editors: Coursaris, Constantinos K.; Beringer, Joerg; Léger, Pierre-Majorique; Öz, Burak
Edition: 1
Publisher: Springer Medizin
Publication year: 2025
Book title : The Design of Human-Centered Artificial Intelligence for the Workplace
Series title: Progress in IS
First page : 167
Last page: 181
ISBN: 978-3-031-83511-7
eISBN: 978-3-031-83512-4
DOI: https://doi.org/10.1007/978-3-031-83512-4_10
Publication's open availability at the time of reporting: No Open Access
Publication channel's open availability : No Open Access publication channel
Web address : https://doi.org/10.1007/978-3-031-83512-4_10
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/500235650
This chapter discusses the role of personas—more particularly, intelligent personas—which are personas enabled by intelligent systems, in online advertising work. Through a conceptual analysis, we find that intelligent personas can contribute to all central parts of the online advertising work process, including segmentation, targeting, ad creation, account structuring, optimization, and reporting. We discuss an intelligent advertising system in which personas are a central hub for actions.
