Lost in Translation: Can AI Finally Master the Punchline?
The ARF is conducting a new study to explore if improved LLMs will avoid the shortcomings and errors we found in our first translation study.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Algorithmic Pricing Pros and Cons
AI is facilitating the development of new tools that can make pricing more flexible and respond to competitors. However, such “algorithmic pricing” can lead to problems.
New Research Confirms the Impact of Sonic Branding
The use of specific sounds, audio cues and music for branding is being rediscovered by marketers. Two new studies have confirmed that sonic branding, such as jingles, can be an effective brand asset in today’s media and shopping environment. Read more »
Critical Data Analysis, AI and Statistics
AI generated deep fakes and falsehoods spread on various media platforms are very topical issues, especially during election cycles. But concerns about misleading information are not new – as evident from a book first published in 1954.
Manners Matter: Being Polite to AI Pays Off
Choice of words, clarity, structure and tone guide large language models towards more accurate responses. The ARF Research team found that being polite helps too.
Do Advertisers need “Traditional Media”?
Brands are reallocating their marketing budgets away from traditional media and toward programmatically bought digital media, social media platforms and retail media networks. In doing so, are they “killing the goose that laid the golden eggs?” One advertising guru thinks it is time to rethink current strategies.
Rediscovering Brand Density
There is renewed interest in the concept of “brand density,” since researchers have found that improving brand density can boost in-market performance.
Children, Teens and AI
There are noteworthy discussions and developments regarding AI’s impact on children and teens, including regulations about advertising directed at children. Read more »
Your AI is Only as Good as Your Data
Connecting the right data to the right algorithm is the critical component for unlocking AI’s full potential for marketers and marketing researchers. Read more »
Olympics Sponsorship and Advertising
Reports and analyses about the success of Paris 2024 Olympics sponsorships and advertising often don’t mention the most relevant aspect: it’s a context effects case study that provides insights for all advertising.