The Role of AI in Shaping Public Opinion Through Targeted Advertising

Abstract

The advent of artificial intelligence (AI) has revolutionized the landscape of digital marketing and political communication, with targeted advertising emerging as a powerful tool in influencing public opinion. This study investigates the role of AI-driven targeted advertising in shaping attitudes, beliefs, and behaviors across digital platforms. Relying on a secondary qualitative analysis of academic literature, government reports, and recent industry data, the research explores how algorithms leverage personal data to micro-target individuals, the ethical implications surrounding data privacy, and the regulatory challenges posed by these technologies. The literature review reveals that AI enhances the precision and efficiency of message delivery, particularly in political campaigns, yet simultaneously raises concerns about manipulation, misinformation, and democratic erosion. The findings suggest that while AI enables personalized engagement, it also contributes to ideological polarization and the creation of echo chambers. The discussion emphasizes the need for ethical frameworks and transparent practices to ensure that AI applications in advertising support, rather than subvert, democratic values.