A qualitative study on the impact of AI-supported advertising on consumer culture

This study aims to demonstrate the current reach of artificial intelligence (AI) technologies in the field of advertising and examine their impact on individual consumer behaviour and broader societal structures. It also examines how AI-driven content creates representations within the society of spectacle. This research is unique within the existing literature and aims to contribute to academic discourse while raising awareness of conscious consumption. A key aim of the study is to understand the impact of AI technologies on advertising and the structural changes they trigger. The research population consists of people who work in the field of digital media and communication. From this group, twelve participants with experience, knowledge and expertise in AI-based advertising platforms were selected through purposive sampling. The data was collected through semi-structured interviews and analysed thematically through MAXQDA software. The participants' perceptions, experiences and critical reflections on AI-driven digital marketing strategies were analysed in detail. The analysis led to the identification of 12 main themes and 83 subthemes that reveal the complex and multidimensional impact of AI on individuals, consumer habits and social norms. The results show that AI is not only a tool for optimising advertising strategies, but also an important factor in accelerating social change and reshaping digital consumer culture. Overall, the study shows the growing role of AI in various areas of advertising.