Emad Alatoom

Emad Atoom is a PhD researcher at Loughborough University, where his study focuses on “Designing Engagement: AI and the Future of Interactive Advertising.” He holds a Master’s degree in Graphic Design from the Middle East University and has over six years of professional experience in graphic design.

He has worked as a Teaching Assistant at Al-Yarmouk University in the Department of Public Relations and Advertising and also as a Lecturer at the Arab Community College in Amman - Jordan. His academic interests explore the intersection of artificial intelligence, communication, and design, with a particular emphasis on user engagement and the role of AI in shaping digital advertising experiences.

Supervisors: Kathryn Brown and Mumin abubakre

Emad Atoom’s research explores the intersection of artificial intelligence (AI), interactive advertising, and user engagement in digital environments. His PhD study, titled “Designing Engagement: AI and the Future of Interactive Advertising,” investigates how AI algorithms shape the way users experience and interact with online advertisements. The research focuses on understanding the mechanisms by which personalization, recommendation systems, and adaptive content influence attention, perception, and emotional responses among diverse audiences. Central to the study is the role of AI in constructing and mediating digital cultural memory, examining how algorithmically curated content can amplify or suppress certain narratives, and how this affects user engagement and recall. The research also considers ethical implications, including transparency, user autonomy, and potential biases embedded in AI-driven advertising systems.

Methodologically, the study adopts a qualitative approach, employing focus group discussions with online platform users to explore perceptions, experiences, and attitudes toward AI-enabled interactive advertising. This approach allows for in-depth insights into user interactions and subjective responses, capturing nuanced understandings that quantitative methods may overlook. Ultimately, Emad’s work contributes to the broader understanding of how AI is transforming the digital advertising landscape, offering theoretical and practical insights for marketers, designers, and policymakers seeking to navigate the complex interplay between technology, culture, and human engagement.