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ART AI Handbook

The Handbook for Using AI in Advertising Research: WIKI Version

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Introduction

The integration of Generative AI (gen AI) is rapidly growing in businesses (Chui et al., 2023). With many organizations already incorporating gen AI in various functions (see Ipsos Knowledge Panel Survey, 2023; Mittani et al., 2022) AI has shifted from a technical subject to a strategic business concern, with a notable percentage of C-suite executives and boards now engaging with gen AI tools. Read More

Chapter 1: The Evolution of AI Chapter 2: Basics of AI and Machine Learning Chapter 3: Integrating AI Into Marketing and Advertising Research
  1. Theoretical Foundations
  2. Birth of AI
  3. AI Winter and Funding Challenges
  4. Knowledge-Based Systems and the Rise of Expert Systems
  5. Machine Learning Emergence
  6. The Internet Era and Big Data
  7. Deep Learning Revolution
  8. Modern Era and AI Expansion
  1. What is AI?
  2. Machine Learning and Deep Learning: An Overview
Chapter 4: ARF Case Studies AI Implementations in Advertising Research Chapter 5: Ethics and Transparency in AI-Driven Advertising Research Chapter 6: The Future of AI in Advertising Research
  1. Case Study 1: Data Ingestion
  2. Case Study 2: Survey Analytics
  3. Case Study 3: Survey Design
  4. Case Study 4: Translation of Text
  5. Case Study 5: Literature Reviews Wearin, Wearout and Optimal Frequency
  6. Case Study 6: Coding Open Ended
  7. Case Study 7: Report Design and Writing
  8. Case Study 8: Synthetic Research
  1. Ethics and Transparency in AI-Driven Advertising Research
  1. Trends to Watch
  2. Challenges Ahead
  3. Opportunities for Researchers and Brands
Conclusion Glossary References
  1. Embracing the AI Revolution in Advertising Research
  2. Continued Learning and Adaptation
 Glossary of AI Terms in Advertising Research References for the ARF AI Handbook