openalexJournal of the Association for Information Systems2026-08-15
REACT Trust Scaffolding in Real-Time GenAI Advertising
Benjamin George, Bartlomiej Hanus, Steven Wallace
Generative AI now synthesizes personalized video advertisements in real time from live behavioral signals, with industry forecasts predicting that 40 percent of digital advertising will be generative by 2026. This introduces governance conditions that neither the algorithmic pers…