ARF Original Research

• Future States & AI
• Article

Beyond the Hype: How AI Is Reshaping Modern Marketing

• ARF ORIGINAL RESEARCH

Artificial intelligence has rapidly become part of the everyday marketing toolkit, transforming everything from creative development and campaign measurement to analytics and customer engagement. Drawing on two nationwide surveys of more than 200 U.S. advertisers and agencies, this new ARF study explores where AI adoption stands today, which tools marketers rely on most, how organizations are validating AI outputs and the governance practices emerging as AI becomes central to marketing operations.

• Article

Retail Media Networks in Focus: Credibility, Consistency, and Incremental

• Past Event Highlights
• Article

Commerce and Shopper Intelligence

Retail media networks and commerce media are redefining the data and measurement landscape, creating new opportunities—and complexity—for marketers and researchers alike. At Commerce & Shopper Intelligence 2026, brands, retailers, and researchers revealed how they’re adapting methodologies and frameworks to better understand increasingly fluid, data-rich shopping journeys.

• Future States & AI
• Article

The ARF 2025 Research Intelligence Hub: Key Insights for Advertising Effectiveness

• ARF Research Compendium

The ARF’s 2025 Research Reports & Resources compendium brings together the most important thinking shaping advertising research today—from AI and privacy to media planning, attention and brand strategy. Spanning dozens of studies, reports and expert perspectives published by the ARF in 2025, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.

• Article

2025 ARF Research Reports & Resources

This compendium report highlights all of the ARF research reports and resources produced in 2025, including ARF original research reports, Psychology of Gen AI series, Council reports, podcasts and infographics, along with Knowledge at Hands.

• Article

The ARF 8th Annual Privacy Study (2025)

• Targets & Segments
• Article

Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising

• ARF Original Research

The ARF’s latest privacy study shows that U.S. consumers are more informed, more trusting and more engaged with artificial intelligence than ever before—yet still cautious about how it and other technologies use their data. Drawing on responses from more than 1,200 adults, the 2025 study reveals rising openness to data sharing when clear benefits exist, persistent skepticism toward certain targeting practices and growing expectations for transparency, especially around AI. For advertising researchers, the findings highlight a shifting privacy landscape where relevance, trust and first-party data strategies are increasingly intertwined.