SWPS University scientists are working on personality-tailored advertising. First research findings now available

In 2020, a team led by Professor Alicja Grochowska from SWPS University and Professor Piotr Sankowski from the Faculty of Mathematics, Informatics and Mechanics at the University of Warsaw began exploring the use of artificial intelligence for precise targeting and personalisation. The aim of this collaboration was to establish a foundation for profiling programmatic ads based on human personality traits for a new DSP platform, as part of a grant from the National Centre for Research and Development (NCBiR). This is an innovative research project within the Polish market, and its findings, as the creators emphasise, have significant implications for marketing and online advertising.

Professor Alicja Grochowska notes that existing psychological research shows that personalised advertising is more effective. Studies have established that ads tailored to specific personality types generate more positive attitudes, stronger purchase intentions, and a greater likelihood of clicking on the ad. However, the mechanisms underlying the increased effectiveness of personality-tailored ads have not yet been systematically studied.

As part of the project, the SWPS University research team examined how different personality traits from the Big Five model influence the perception and processing of advertisements tailored to individual predispositions. The findings indicate that ads designed to align with specific personality traits are not only better remembered but also more deeply processed by recipients, which is crucial for the effectiveness of advertising campaigns.

"Extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience—each of these personality traits influences responses to different types of advertising and brands," explains Professor Alicja Grochowska. " Profiling works best when an ad is tailored to the dominant personality trait. For example, extroverts respond better to unfamiliar brands offering new stimuli, whereas individuals open to experience react positively to aesthetically appealing ads from well-known brands."

Tomasz Kąkol from AdFusion highlights that the rise in online advertising and the advancement of technology have, over the years, led to the implementation of various personalisation methods to make ads more relevant, noticeable, and engaging for users. Combining cutting-edge AI technology with insights from human psychology unlocks new opportunities for personalised marketing.

"We hope to translate the initial research findings into practice soon and apply them to programmatic ad profiling within the AdFusion platform," Kąkol emphasises. "AI can analyse vast amounts of user data, identify personality traits, and automatically tailor ads. This approach not only enhances ad effectiveness but also fosters deeper and more personal connections with consumers."

The research findings from SWPS University scientists have already been presented internationally at the ICORIA 2022 and ICORIA 2023 conferences and published in the prestigious International Journal of Advertising.