Claire Segijn's research focuses on targeted advertising and online surveillance
In today’s ever-evolving digital landscape, artificial intelligence is reshaping industries. Data-driven advertising is no exception, so understanding how AI works is vital.
I had the opportunity to interview Claire M. Segijn, associate professor at the Hubbard School of Journalism and Mass Communication and Mithun Program Fellow in Advertising. With a research focus on targeted advertising and online surveillance, Segijn offered insights into AI’s role in modern advertising and the ethical considerations that students in the field must understand.
From Amsterdam to Minnesota
Segijn began her academic journey at the University of Amsterdam, completing her undergraduate and graduate degrees there. She was drawn to Minnesota through international conferences, particularly the American Academy of Advertising's annual event.
“I met Professor Jisu Huh, who at the time was the president of the AAA, and she recruited me to join the department," she said. This moment marked the beginning of her career at the Hubbard School. When she learned more about the collaborative environment at the university and the Twin Cities area, the decision was easy. “I couldn’t say no,” she said.
Targeted Advertising and Online Surveillance
Segijn’s research focuses on the complex world of targeted advertising and online surveillance. From a consumer perspective, these topics can seem both intriguing and unsettling. With data tracking and algorithmic profiling, the potential for invasion of privacy is a real concern. So, how should students in media and advertising approach this subject?
“You’re not just future advertisers,” Segijn emphasized. “You’re also consumers and media users.” As students aspiring to work in the media and communications industry, it’s important to recognize that we are on both sides of the spectrum. “It’s crucial to understand the impact that advertising has on both yourself and those around you. Privacy and ethical considerations should always be at the forefront when thinking about your work in the field,” she said.
The Role of Personalized Advertisements
Another aspect of Segijn’s research is the intersection of advertising, targeting and online surveillance. “The trend toward personalized advertising is undeniable,” she explained. “Artificial intelligence will continue to push the boundaries of who we can target. It’s not just demographic targeting anymore – it’s psychographic, location-based and even contextually-based targeting.” These advancements continue to make ads even more relevant and convenient for consumers, who generally prefer receiving ads tailored to their interests.
However, she also pointed out that while personalization can have its benefits, it can also lead to ethical problems. For instance, while targeted ads may save time by presenting relevant offers, they can also create a sense of intrusion into one’s personal life. “Personalized advertising has been shown to be more effective because it’s more relevant to the person, but it’s also raising questions about privacy and surveillance,” she said.
The Role of AI in the Future of Advertising and Surveillance
When asked what AI’s role in the future of advertising looks like, Segijn explained the impact it will likely have. “AI is contributing to more personalized advertising, and in the future, we might even see more content specifically designed for individuals,” she said. “We could reach a point where ads feature models who resemble the viewer, creating a more personal experience – though there’s a fine line between personalization and discomfort.”
AI will continue to grow and evolve in the future, making it important to understand its role and how it can impact our lives.
What Students Can Expect
For students interested in gaining deeper insights into the role of AI in advertising, Segijn teaches a class on algorithms and AI in advertising. The course emphasizes critical thinking, digital literacy and ethical reasoning. “The goal is to develop the skills necessary to evaluate the benefits, limitations, and ethical implications of new technologies as they emerge,” she explained.
She also wants students to understand how to use AI responsibly. “We do a lot of applications, reflections and discussions, and it’s been a really fun semester exploring these topics together,” she said.
Hubbard Hot Take
While many students view professors mainly as educators, Segijn highlighted the other aspects of faculty life that are often less visible to students. “Research is a huge part of our job,” she said. “Collecting data, analyzing it, presenting it at conferences – this is what drives a lot of our work. Teaching is only a portion of what we do.”
If students are interested in learning more about research, she recommends finding out what their professors are researching. “That might be a great way to connect with a professor beyond the class and to gain some other experiences,” she said.
Learn More
To learn more about Claire Segijn’s research and other work, visit her website.
To learn more about the classes Segijn is teaching, visit her University of Minnesota faculty page.
By Kate Henning, Backpack student
