AI Applications in Marketing
Researchers explored how generative AI is being used in marketing and how it is evaluated by marketing professionals.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
The Do’s and Don’ts of Using AI to Create Images: Pixel Perfect
This is the second entry of our AI series prepared by the ARF’s research team. This report is about the value – and pitfalls – of AI image generation. Read more »
Is the Ad Industry Biased against Older Consumers?
At the 2024 Cannes Festival of Creativity, Les Binet and Karen Nelson Field argued that the advertising industry has an ageism problem. Concurrently, a new study by GfK demonstrates that many stereotypes about consumers 50+ are inaccurate.
Gen Z’s Phygital World
Does Maslow’s hierarchy of needs still describe Gen Z consumers’ needs? These researchers updated the classic model to explore how our need for safety, belonging and identity have evolved in the 21st century.
What is a (Successful) Brand?
New research suggests marketers do not agree on the main characteristics of a brand, the role of brands and the drivers of brand success. Read more »
Drivers of Tech Brand Love
Microsoft shared research insights on the factors that drive technology brand preferences. Read more »
How to Improve Ad Experiences on Streaming Services
The growth of ad-supported streaming services continues to be one of the most important developments in the media. A new study confirms that acceptance of advertising is a major driver behind that trend, but also shows that consumer satisfaction with streaming advertising is not as high as it could be.
Ad Spend Trends
Guideline has issued an analysis of ad spending trends in several key markets, showing both similarities and differences.
AI Dos and Don’ts
News You Can Use will feature a series on AI prepared by the ARF’s research team entitled, “AI Dos and Don’ts.” In the first report, the team has discovered a few don’ts.
What is an “Authentic” Brand?
Many studies have shown that consumers want authenticity in advertising and branding and that the perception of authenticity can be an important driver of marketing success. But what exactly does authenticity mean to consumers? Read more »