News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

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.

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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.”

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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.” 

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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 »