AI

Learn About the Benefits, Limitations and Dangers of Using LLMs in Advertising Research

  • By ARF
  • Knowledge at Hand

This report offers an abridged version of the cumulative 2025 AI handbook, exploring the benefits, limitations and dangers of generative AI models when employed in various tasks associated with marketing and advertising research. This report sums up the insights from several experiments where ARF researchers tested AI's capabilities in survey design, sentiment analysis, coding open-ended responses, language translation and addressing AI risks.

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The 2025 Guide on Using AI for Advertising Research

  • ARF ORIGINAL RESEARCH

This update to the ARF’s first comprehensive handbook, released last year, provides an exploration into the burgeoning technology’s transformative role in marketing and advertising research. It covers the integration of AI into marketing strategies, ethical considerations, future trends and practical case studies. This handbook is an essential guide for advertising research professionals looking to leverage any of the latest AI platforms while ensuring ethical and impactful outcomes.

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AI for Creative & Targeting: Predict, Personalize, Perform

  • AI SERIES

In this AI session, Laura Denton Carter, Travis Gossen, and Doug Horn unveiled a set of AI-powered tools developed by Google that streamline the creative development process and enhance targeting capabilities. Paul Donato of the ARF moderated the subsequent question-and-answer portion. The presentation focused on how these tools optimize campaign efficiency and creative performance. Real-world use cases illustrated how AI can drive personalization, audience segmentation, and dynamic content creation across platforms. The session also emphasized the importance of ethical considerations and human oversight when implementing AI in advertising.

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