Traditionally advertisers on social media could target people by the group they were considered to fit into — for example, if you’re a student in Edinburgh or a 35-year-old woman who likes yoga. Ads would “follow” you around the Internet based on what you’d been searching. But using the ability of AI to draw on vast quantities of data, companies like Cheil UK can create thousands of different ads that are tailored to different personalities and personal situations. The aim is to show countless different ads to millions of people, all unique to them, down to the tone, phrasing, music and colours used.

“Right now, AI is performing really well on that targeting piece. Where it’s still in nascent stages, is on that personalisation piece, where a brand is actually creating creative copy that matches some element of your psychological profile,” explains Jacob Teeny, an assistant professor of marketing at Northwestern University’s Kellogg School of Management.

Not everyone is convinced that personalisation is the right way to go. “The real opportunity lies in using AI to deepen the relevance of powerful, wide-reaching ideas, rather than fragmenting into one-to-one micro-ads that no one remembers. Even if some junk claims to know your private information, it's still junk. There’s also the issue of data collection. All of it depends on a data economy that many consumers are increasingly uncomfortable with,” says London-based Mr Mato. “AI opens new creative possibilities, but the real strategic question isn’t whether brands can personalise everything — it’s whether they should, and what they risk losing if they do.”

1.1.What is a limitation of traditional advertising mentioned in the text?

A Lack of personalized targeting.

B High production cost.

C Inability to reach specific groups.

D Slow Internet speed.

解析：选A。A推理判断题。第一段通过对比指出，传统广告只能按“学生”或“35岁女性”等宽泛群体定位，而AI可以创建数千个不同版本。这暗示了传统广告在定位范围上存在局限，缺乏个性化定位，与A选项对应。B、C、D在文中均未提及。故选A。

2.2.What does the word “nascent” most likely mean in Paragraph 2?

A Highly successful.

B Not yet mature.

C Extremely complex.

D Rapidly expanding.

解析：选B。B词义猜测题。第二段中，教授将AI在“targeting”（定位）方面的优异表现，与在“personalisation”（个性化创意）方面的“nascent”阶段进行对比，形成强烈反差。这种对比关系说明“nascent”与“excelling”（擅长、优异）意思相反，表示“尚未成熟的”、“初期的”。因此，B选项“Not yet mature”（尚未成熟）最符合此处的语境。A“非常成功”和D“迅速扩张”与文意相反，C“极其复杂”则不是该词强调的重点。故选B。

3.3.According to Mr. Mato, what might be a negative result of over-personalization?

A Weakening of brand impact.

B Increase in data accuracy.

C Improvement in ad creativity.

D Rise in production costs.

解析：选A。A推理判断题。第三段中，马托先生认为过度个性化会导致“分裂成没人记得的一对一微广告”，并质疑品牌“会因此失去什么”。这暗示了品牌整体影响力可能会被削弱，故A正确。B、C是正面影响，D在文中未提及，均不符合他的批评立场。故选A。

4.4.What is the main concern of Paragraph 4?

A Brand connections.

B Technical limitations.

C Creative possibilities.

D Ethical challenges.

解析：选D。D段落大意题。第四段核心讨论AI广告可能“take a dark turn”，并提到“ethical manner”“unethical”等关键词，聚焦伦理问题。A、B、C均未体现段落中关于道德风险的讨论。故选D。