Does Marketing 6.0 Have a Gender? Algorithmic Personalization and Gender Representation in Immersive Advertising
DOI:
https://doi.org/10.65598/rps.6293Keywords:
Marketing 6.0, Immersive advertising, Algorithmic personalization, Gender equity, Artificial IntelligenceAbstract
Immersive digital environments associated with Marketing 6.0 are frequently presented as innovative, inclusive, and democratic spaces, capable of providing highly personalized advertising experiences through Artificial Intelligence and recommendation algorithms. However, it remains unclear whether this promise of inclusion is effectively realized in terms of gender representation, visibility, and segmentation. Despite their innovative potential, algorithmic personalization systems are not neutral and may reproduce or intensify structural gender inequalities present in contemporary audiovisual communication. In this context, this study proposes a critical analysis of the scientific literature addressing the relationship between algorithmic personalization, immersive advertising, and gender dynamics within the framework of Marketing 6.0. To this end, the PRISMA methodology is employed to systematically identify, select, and analyze studies published in international databases. The review aims to map theoretical trends, methodological approaches, and key findings, as well as to identify research gaps and recurring patterns in how gender is conceptualized and represented in immersive environments and personalized advertising experiences. The expected results contribute to a deeper understanding of the impact of Artificial Intelligence on brand audiovisual communication, offering a critical perspective on inclusion, representation, and gender equity, and reinforcing the relevance of academic debate on more conscious, ethical, and inclusive marketing practices in the context of emerging technologies.
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