AI/ML

AI Dos and Don’ts

  • Posted: July 12, 2024

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. 

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Media Measurement and Experimentation in an AI-integrated World

Media Measurement and Experimentation in an AI-integrated World

Artificial Intelligence is revolutionizing the way advertisers find and influence consumers, how success is measured, and the strategies and tools used for experimentation. On July 10, panelists from Google and HP led a discussion on the changing landscape of measurement tools, shifting mindsets from precision to prediction, and leveraging AI-driven tools to achieve marketing and business outcomes.

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Racial Minority Representation Increases Advertising Effectiveness in Mortgage Markets

Racial Minority Representation Increases Advertising Effectiveness in Mortgage Markets

Explore the impact of racial minority representation in TV advertisements on consumer choices in the mortgage market in this new MSI working paper. The study employed a double machine learning model to control for high-dimensional video and text features, ensuring robust estimates. Its findings reveal that higher minority presence can significantly increase TV advertising effectiveness.

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The ARF Member AI Workshop

The ARF Member AI Workshop

The ARF Member AI workshop introduced members to the potentialities of various AI platforms and tools to boost their work productivity. The workshop covered how LLMs such as Copilot, ChatGPT, Gemini and Claude can be employed in three main areas: presentations and reports, advertising research and meetings. Issues such as privacy and security of using AI, as well as the current limitations and challenges of the technology were also discussed. The hands-on, interactive workshop was an opportunity for all those interested in best practices and guidelines for using AI to learn how to interweave such programs into their daily work processes.

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Predicting Attention to Advertising Through Machine Learning

Predicting Attention to Advertising Through Machine Learning

Privacy regulations have served as the impetus for a renewed interest in contextual targeting. To be effective, an ad must be related to its context but different enough to stand out. This working paper from the Marketing Science Institute (MSI) at the ARF presents a comprehensive model leveraging eye-tracking data and XGBoost algorithms to forecast the effectiveness of ad placements in real time.

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Generative AI Can Make Ad Creative Better Than Humans Alone

Generative AI Can Make Ad Creative Better Than Humans Alone

Have we reached the John Henry moment in ad creative where the machine can outperform a human in creating visuals for ads? Not quite. Generative AI does have a place in creative, however. This Marketing Science Institute (MSI) working paper found that GenAI when trained on ads which were rated the most effective by consumers can create ad visuals and text that outperform the originals in KPIs related to the purchase funnel and brand associations. Yet, the human element has not been cut out just yet. In fact, it might be pivotal to the process. The human AI combo saved time and effort and created pleasing visuals while maintaining a brand’s distinctive positioning.

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Research to Improve AI

  • Posted: April 19, 2024

Yes, AI is a great tool for marketers. But how can we avoid the “AI Conundrum” – taking advantage of its strengths while avoiding its errors and risks?    

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