At Creative Effectiveness, we examined the evolving definition and methods of building brands in today’s fragmented, creator-driven landscape. After, we celebrated research and insights-driven advertising at the ARF David Ogilvy Awards ceremony and reception.
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How is the loss of digital identifiers reshaping advertising research? This guide, by the ARF Analytics Council, offers advertising researchers a deep dive into the privacy-first landscape, covering regulatory impacts, measurement challenges and practical identity solutions—from synthetic IDs to advanced modeling—to enable successful targeting and attribution in a fragmented ecosystem.
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This research demonstrates how integrating generative AI into product search systems can significantly enhance consumers’ ability to express preferences, leading to greater design satisfaction and higher purchase intentions. By using AI-generated design visualizations as interactive feedback, the authors bridge a long-standing gap between consumer intentions and search outputs, offering powerful implications for marketers, advertisers and retailers.
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On September 29-30, the ARF and MSI co-produced the inaugural ANALYTICS & FORECASTING conference, exploring the evolving role of modeling in market research and forecasting, with a particular focus on the opportunities and limitations of synthetic data. Attendees engaged in critical discussions about the opportunities and limitations of modeling in market research applications and heard practical strategies and solutions from leading researchers and practitioners.
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Large language models mirror human cognitive biases—but can those biases be guided? New ARF and MSI research reveals that while loss aversion remains deeply ingrained in AI responses, introducing persona information, such as demographics or personality traits, can increase variability and make outputs more nuanced. For advertisers and researchers, this opens the door to design strategic prompts that spark richer and more nuanced, human-like responses.
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Generative AI is transforming creative marketplaces by rapidly expanding the supply of content while simultaneously displacing traditional producers. Using a unique natural experiment and econometric modeling, this research explores how AI technologies alter equilibrium in image marketplaces—where it boosts variety and quality but also creates challenges for non-AI producers and policymakers.
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