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AI/ML

Better Tools to Optimize Creative

A new white paper outlines how innovative methods offer marketers new research tools that can produce more effective creative in the current marketing landscape.

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Attribution & Analytics Accelerator 2022

The boldest and brightest minds joined us November 14 - 17 for Attribution & Analytics Accelerator 2022—the only event focused exclusively on attribution, marketing mix models, in-market testing and the science of marketing performance measurement. Experts led discussions to answer some of the industry’s most pressing questions and shared new innovations that can bring growth to your organization.

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New Research Methods Strengthen Ad Creative’s Impact

  • CREATIVE COUNCIL

Advertising creative is critical to driving business growth and positive business outcomes for brands, several studies have shown. It is also crucial to the overall ecosystem and brands’ ability to reach their marketing goals. Given the importance of good creative, the ARF Creative Council put together a white paper to inform and educate members on new methods and approaches for generating and optimizing advertising creative content. These fresh and innovative methods offer potent insights during the creative development process. The white paper focuses on tools that can be leveraged in the early stages of creative development, particularly those that take advantage of state-of-the-art technology.

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Explainable AI (XAI) Helps Minimize the Impact of Errors

  • MSI

The use of AI-based voice assistants is becoming ubiquitous, and this technology continues to develop at a rapid pace. Now, Explainable AI (XAI) can help customers understand things better and help mitigate certain kinds of errors. This research discovered that XAI can help consumers forgive minor social faux pas (violations of social norms) but not minor technical errors (failures of the algorithm interface). The series of studies also found that XAI helps consumers overcome their reluctance to use such AI-assisted technologies.

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The Future of Ad Creative?

A new study in the Journal of Advertising Research explores the role of deep fakes and A.I. on ad creative and consumer response to advertising

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How AI and Deepfakes Could Reshape the Advertising Industry

  • JOURNAL OF ADVERTISING RESEARCH

Artificial intelligence is already changing advertising, but how will it reshape it moving forward? Researchers unpack the potential effects of three different forms of AI—analytic, interpretive and creative—on seven categories of advertising industry stakeholders. Can those who embrace the evolving creative AI mechanisms get ahead of competitors?

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