concept testing
- Research & Data Quality
- Article
Analytics & Forecasting 2026
AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.
Member Only Access- Past Event Highlights
- Article
The AI Creative Testing Revolution
Duane Varan, Ph.D. – CEO, MediaScience
Duane Varan (MediaScience) explained how adding AI to concept testing allowed more successful ad testing than was possible previously. Testing real video ads against ads created in MediaScience’s Context Studio by their Mediapet.ai platform found that AI ads were on parity in terms of recall, recognition, brand choice, brand attitude, ad liking and professionalism. An Herbal Essence shampoo ad demonstrated the effective use of AI for creative ad evaluation. The original ad was recreated in AI, and creative variables were isolated and tested through the use of “creative twins.” This methodology was validated by Ehrenberg-Bass Institute. Ads for Nespresso, Purina Puppy Chow and Coca-Cola were also successfully tested. Addressable TV can benefit from this approach to target different creatives to relevant viewer segments. Member Only Access
- Past Event Highlights
- Article
The AI Creative Testing Revolution
Duane Varan (MediaScience) explained how adding AI to concept testing allowed more successful ad testing than was possible previously. Testing real video ads against ads created in MediaScience’s Context Studio by their Mediapet.ai platform found that AI ads were on parity in terms of recall, recognition, brand choice, brand attitude, ad liking and professionalism.
Member Only Access
- Past Event Highlights
- Article
Can Barriers to Early Concept Testing Be Removed?
Research from MediaScience suggests that only 20% of ad spend delivers lasting impact. On July 16, the ARF AI Series dove into a new AI-powered ad concept testing approach. This generative AI system creates realistic ad concepts, allowing researchers to test multiple concepts to identify those most likely to ultimately succeed.
Member Only AccessTraining AI to Optimize Research Insights
Researchers find that adding information to AI that is relevant for a specific research objective leads to deeper insights. Read more »
Member Only AccessWhat is Your LLM’s Worldview?
A new ARF experiment underscores that LLMs are distinct instruments with different sets of biases and blind spots. Read more »
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