AI/ML
- Past Event Highlights
- Article
AUDIENCEXSCIENCE 2026
ARF’s annual AUDIENCExSCIENCE conference showcased the most urgent challenges and recent breakthroughs in audience measurement. Industry leaders gathered in NYC March 18-19 to examine the rapidly changing intersection of AI, marketing, media, and consumer insights. As AI shifts research workflows, alters measurement systems, and changes consumer behavior, we explored new insights on how audience measurement is adapting to rapid change. Content is currently available to conference attendees.
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- Targets & Segments
- Article
The Persuasive Power of Pets: New Insights for Influencer Strategy
A recent Journal of Advertising Research study presents the first empirical evidence that petfluencers can outperform human influencers in driving engagement and willingness to pay. Across four studies—including a real-world A/B test and controlled experiments, the researchers show that pet influencers benefit from higher perceived sincerity, and that message framing matters. When temporal cues align with consumers’ propensity to anthropomorphize animals, the persuasive impact increases further.
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