creativity

Designing with Machines: A Co-Creative Model for Generative AI in Advertising Agencies

Designing with Machines: A Co-Creative Model for Generative AI in Advertising Agencies

  • ARF
  • Journal of Advertising Research

A new study uncovers how advertising agencies are attempting to integrate generative AI into their creative workflows, and the repercussions of that process. Based on interviews and field data, the research presents a four-phase model—readiness, co-creativity, validation and execution. Although the study reveals certain anxieties surrounding this integration, in the end both human and AI elements together are required to boost and enliven the creative process.

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AI for Everyday Use

AI for Everyday Use

On November 20, the ARF held a workshop exploring prompts, personas and how to use AI responsibly. This dynamic event, designed for advertising and marketing professionals looking to explore the evolving landscape of AI-powered research, provided insights into prompt crafting. Participants also gained a deeper understanding of the promises and pitfalls of using personas in AI-powered advertising and marketing research.

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Marketing Analytics Accelerator: 2024

Marketing Analytics Accelerator: 2024

The Marketing Analytics Accelerator – the only event focused exclusively on attribution, marketing mix models and the science of marketing performance measurement – returned for its ninth year on November 13. The industry’s boldest and brightest minds joined us in NYC to share their latest innovations and case studies that will improve your business outcomes.

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