Funding

Competition funded (UK/EU and international students)

Project code

SMI50730126

Start dates

October 2026

Application deadline

16 January 2026

Applications are invited for a fully-funded three year PhD to commence in October 2026.

This compilation style PhD will be based in the Faculty of Business and Law, and will be supervised by Professor Sarah Turnbull and Dr Muhammad Waqas. 

Candidates applying for this project may be eligible to compete for one of a small number of bursaries available. Successful applicants will receive a bursary to cover tuition fees for three years and a stipend in line with the UKRI rate (£20,780 for 2025/26). Bursary recipients will also receive a contribution of £2,000 towards fieldwork.

Costs for student visa and immigration health surcharge are not covered by this bursary. For further guidance and advice visit our international and EU students ‘Visa FAQs’ page.

This funded PhD is only open to new students who do not hold a previous doctoral level qualification.

 

The work on this project could involve:

  • Producing a series of published or publishable outputs as per the requirements of a compilation style PhD. 
  • Provide a contribution to knowledge of the impact of AI technologies on the advertising industry and the broader societal implications of AI technologies.
  • Contribute to a better understanding of ethical concerns, algorithmic bias, creativity, data privacy and consumer trust in relation to AI technologies.
  • Investigation of perceived authenticity, trustworthiness, and emotional resonance of AI-generated content.
  • Examination of the creative and emotional limitations of generative AI through experimental research. 
  • Consideration of the impact of AI on brand recall, engagement, and storytelling effectiveness.
  • Investigation of the social implications of algorithmic bias in AI-driven ad delivery

 

Artificial Intelligence (AI) is rapidly transforming the advertising landscape, offering brand owners and agencies new capabilities in targeting, personalization, content creation, and optimisation (Malthouse and Copulsky, 2023). The advancement of AI technologies has led to AI increasingly being embedded in advertising strategies. From creative development to media scheduling, the advertising industry is using AI technologies to drive effectiveness and efficiencies.

This new era of AI technology presents both opportunities and significant challenges for the advertising industry. While opportunities abound in areas of optimisation and efficiencies, there are also a variety of challenges which accompany the use of AI in advertising settings.  The challenges include factors such as ethical concerns, algorithmic bias, creativity, data privacy and consumer trust.

This study aims to understand consumer perceptions of AI-generated advertising, examine the creative and emotional limitations of generative AI in advertising and investigate the social implications of algorithmic bias in AI-driven ad delivery. The study will consider the concerns around algorithmic bias and assess the broader societal implications of these biases in digital marketing ecosystems.

The study will inform advertising research and practice (Fill and Turnbull, 2023; Turnbull, 2022, Turnbull, 2023, Waqas et al., 2025).


The project will be a compilation style thesis (CST), further information about the style can be obtained from the supervisor.

 

References:

Fill, C. and Turnbull, S (2023). Marketing Communications: fame, influencers and agility. Pearson: Harlow. 

Kelly, L.D., Turnbull, S. and Jugenheimer, D.W. (2023).  Advertising Account Planning: Planning and Managing Strategic Communication Campaigns. Routledge.

Malthouse, E., & Copulsky, J. (2023). Artificial intelligence ecosystems for marketing communications. International Journal of Advertising, 42(1), 128-140.

Turnbull, S. (2022). Digital advertising: measurement, metrics and future research agenda. In Hanlon and Tuten. Handbook of Digital & Social Media Marketing. SAGE.

Waqas, M., Khalid, A., Usman, M., Viglia, G., & Bani-Melhem, S. (2025). Navigating disruptions in the health industry: how firms can leverage online opinion leadership to drive health behaviors. European Journal of Marketing.

 

Entry requirements

You'll need a good first degree from an internationally recognised university (minimum upper second class or equivalent, depending on your chosen course) or a Master’s degree in an appropriate subject. In exceptional cases, we may consider equivalent professional experience and/or qualifications. English language proficiency at a minimum of IELTS band 6.5 with no component score below 6.0.

  • Knowledge of research methods
  • Skills and experience in analysing data
  • Ability to review academic literature
  • Academic writing skills
  • Understanding of marketing ecosystems

 

 

How to apply

We’d encourage you to contact Professor Sarah Turnbull (sarah.turnbull@port.ac.uk) to discuss your interest before you apply, quoting the project code.

When you are ready to apply, you can use our . Make sure you submit a personal statement, proof of your degrees and grades, details of two referees, proof of your English language proficiency and an up-to-date CV. Our ‘How to Apply’ page offers further guidance on the PhD application process.

Please also include a research proposal of 1,000 words outlining the main features of your proposed research design – including how it meets the stated objectives, the challenges this project may present, and how the work will build on or challenge existing research in the above field.

If you want to be considered for this funded PhD opportunity you must quote project code SMI50730126 when applying.