Although artificial intelligence technologies have provided valuable insights into the advertising industry, more comprehensive studies that properly examine the applications of AI in advertising using scientometric network analysis are needed. Using publications from journals indexed in the Web of Science, we seek to analyze the emergence of AI through the examination of keyword co-occurrences and co-authorship. Our goal is to identify essential concepts and influential research that have significantly impacted the advertising business. The findings highlight noteworthy patterns, indicating the growing importance of machine learning tools and techniques such as deep learning, and advanced natural language processing methods like word2vec, GANs, and others, as well as their societal impacts as they continue to define the future of advertising practices.

In 2023, the technological landscape witnessed an unprecedented surge of transformative innovations, including Web 3.0 and machine learning, poised to revolutionize various aspects of our daily lives. At the forefront of this revolution stands artificial intelligence (AI), which has evolved from a concept once confined to science fiction into an indispensable force reshaping industries on a global scale. Notably, recent years have seen remarkable strides in AI functionalities, particularly in machine learning, computer vision, and natural language processing. These advancements have empowered AI to generate diverse interactions and media autonomously. This study ultimately provides invaluable insights into the dynamic intersection of AI and Advertising, con-tributing to a deeper comprehension of this evolving field. This study conducts a comprehensive review of Artificial Intelligence within the advertising domain, employing network analysis. By meticulously examining the evolution of AI through co-occurrences of terms, keywords, and co-authorship analysis, we aim to unveil the relationship of AI & Advertising through the lens of Generative models to identify pivotal trends, core concepts, and seminal studies that have profoundly influenced the industry. The analysis charts the trajectory leading to the emergence of Generative Artificial Intelligence (GenAI), a transformative development poised to revolutionize advertising practices and consumer engagement. In tandem with these objectives, the results highlight vital trends, emphasizing the growing prominence machine learning tools and techniques such as deep learning techniques and advanced natural language processing methods like word2vec, GANs, and more in shaping the future of advertising practices.

Artificial Intelligence (AI) has become deeply embedded in the advertising industry, presenting both opportunities and challenges. Understanding this transformation requires mapping the dyad’s structure and identifying the conditions that shape its evolution. This study applies a scientometric framework, integrating bibliometric network analysis with statistical modeling, to examine AI advertising as a knowledge ecosystem. By analyzing patterns of collaboration, thematic convergence, and structural centrality, we interpret how scholarly networks generate, connect, and diffuse ideas in ways that influence both academic and industry practices. The findings reveal that the field’s growth is underpinned by interconnected clusters of expertise with strategic opportunities emerging from interdisciplinary integration and global collaboration. Simultaneously, consolidating influence among a few dominant actors raises questions about diversity, access, and the balance between innovation and ethical responsibility. Statistical analyses conducted in SPSS Statistics version 29.0.2.0 further identify the bibliometric and structural factors that most predict citation impact, strengthening the study’s contribution to understanding how influence is built and sustained in AI-driven advertising research.

Following the Itaewon Halloween Crowd Crush of 29 October 2022, this study examines how public sentiment evolved on Naver, South Korea’s most influential digital platform. While prior research has focused on mainstream media and global social networks, little is known about localized discourse on Naver. To address this gap, we analyzed 2107 user-generated posts collected via Python-based web scraping across three time periods: the immediate aftermath, first anniversary, and passage of the Itaewon Special Law. Semantic network analysis, sentiment classification, and logistic regression were applied to uncover patterns in discourse and emotional tone. Results reveal a shift from grief and outrage in 2022 to demands for political accountability, safety reform, and memorialization by 2024. High-frequency keywords reflected media and government narratives, while low-frequency terms exposed grassroots voices and emotional nuance. Regression analysis confirmed statistically significant associations between sentiment, title length, and year. These findings suggest that digital platforms not only mirror public sentiment but also shape the emotional and political framing of national tragedies. By tracing sentiment over time, this study contributes to understanding how echo chambers, narrative framing, and temporal context interact in shaping collective responses to crisis.