Narrative, technology, and consumption: the role of artificial intelligence in the future of product placement. A study of Heineken in cinema and digital platforms
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Abstract
Introduction: The transformation of product placement highlights how technological innovations have revolutionized audiovisual advertising, shifting from static strategies in cinema to dynamic models driven by artificial intelligence (AI) on digital platforms. This study uses Heineken as a representative case to explore this transition and its implications. Objective: To analyze the evolution of product placement from its traditional applications in cinema to its transformation into a dynamic AI-based model, assessing its impact on audiovisual narratives, consumption, and technology. Methodology: A mixed-method approach was adopted: qualitative, to evaluate narrative integration, visual prominence, and emotional impact; and quantitative, analyzing metrics such as exposure, brand awareness, and sales performance in the cases of Skyfall (2012) and The Boys on Amazon Prime Video. Results: Findings show that traditional product placement in Skyfall increased Heineken’s brand awareness by 15 % and global sales by 7 %, consolidating its association with aspirational values. In The Boys, the use of AI enabled dynamic personalization, boosting brand recall by 25 % and sales by 8 %, demonstrating the effectiveness of technological strategies for diverse audiences. Discussion: Results reveal how AI enhances product placement’s relevance by aligning it with consumer preferences. Conclusions: The combination of traditional narratives and technology redefines product placement, positioning it as a key tool for future advertising.
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