The future of digital advertising

The advent of conversational user interfaces, accelerated by speech recognition technology and developments in artificial intelligence, puts both advertising and media agencies in front of a massive disruption. This research explored implications that this new way of interacting with the online sphere enforces on the consumer decision making model and in what way this will affect the digital advertising landscape.

This study has been part of my graduation assignment with my Bachelors in International Communication and Media from Hogeschool Utrecht. For any questions, requests or comments about this study or topic, please feel free to get in touch.

Many thanks to Dr. Nicolle Lamerichs for the support | June 2018 | Awarded as the “Best Thesis of the Year 2018”.



In the future, consumers will be attached to a single, emotionally connected, digital assistant - a digital twin - which connects them to any service or product. This new framework raises questions on fundamental processes of the consumer decision making model. This study aims to explore the key changes this shift elicits and proposes an updated model of the consumer decision making process. To collect the data necessary, nine semi-structured expert interviews were conducted. It shows that digital advertising has to be redefined. The future model suggests that digital assistants are going to recommend services and products based on relevance: the right service, at the right time, in the right context. This suggests a number of measures to brace for the impact that go beyond the product level. Agencies and brands have to start investing into leveraging deep learning and machine learning techniques for the purpose of identifying the best touchpoints in the right moments for individual consumers. Also, the periphery services of brands’ products have to be explored, because they show opportunities to increase relevance by being an extension of the digital assistant’s capabilities. Finally, it is imperative for brands to adapt human characteristics, because conversation will finally allow for truly personal interaction, allowing brands to become trusted anchors in the consumers lives.

Digital Twin, Conversational User Interfaces, Digital Advertising, Human Brand

For any questions, requests or comments about this study or topic, please feel free to get in touch.