Can AI Think Like a CFO? Testing Role-Based Prompting with GenAI
A new ARF experiment explores if AI can truly simulate the strategic mindset of organizational leaders and not just mimic their tone. Read more »
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
AI’s Impact on Media & Marketing
A new report by the WFA explores major marketers’ views on AI’s applications in their business.
Leveraging Brand Lift
Cint has issued a new report to help advertisers achieve a meaningful brand impact that takes their marketing campaigns to the next level and supercharges results.
The End of the Consumer Journey?
Are “consumer journey” and “purchase funnel” still useful concepts to describe the behavior of today’s consumers?
Measurement Update
Here is an update on new developments you may have missed regarding one of ARF members’ top issues: measurement. Links for more information are provided.
Let’s Get a Second Opinion – AI Style!
ARF experiments and many researchers have uncovered quite a few problems with LLMs. They have warned about the uncritical use of AI as a result. However, that does not mean that AI cannot provide great value, beyond cost-savings and speed. Case in point: the use of AI as a “second opinion.”
Academic Research on AI
The Journal of Advertising Research’s June 2025 issue highlights academic research on Generative AI.
How Important are Demographics?
Research has demonstrated that marketing strategies based primarily on demographic characteristics are not optimal strategies. However, that does not mean demographic trends are unimportant. In fact, one marketing expert argues that they “matter most.”
Attention Update
Most marketers agree that attention is an important concept. But there are still sharp disagreements on the optimal ways to define and measure it. Read more »
Optimizing Generational Analysis
Generational change and the analysis of the differences between generations are tasks which are generally more complex and difficult than is often assumed.