Should Marketers Trust AI Outputs?
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
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data quality
- Research & Data Quality
- Article
What Buyers Expect from Retail Media Measurement
As retail media expands across onsite, offsite and in-store environments, buyers are looking beyond basic attribution to determine whether advertising is actually driving incremental sales. In a guest article for The Advertising Club of New York, Tracy Adams, PhD, ARF Senior Director of Research & Insights, examines findings from the second phase of the ARF Retail Media Network Standardization Project, revealing what advertisers and agencies say they need to make retail media measurement more comparable, transparent and trustworthy.
Member Only AccessCollaborative Intelligence: Reconstructing the Invisible Consumer From Fragmented Data
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
Member Only AccessValidating Enterprise AI Retrieval Systems for Structured Analytics Data
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
Member Only AccessDoubts about Polling – and about Consumer Research
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
Member Only AccessFive Things to Remember When Using AI
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
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- Research & Data Quality
- Article
From AI Adoption to AI Accountability: What Comes Next for Advertisers
Artificial intelligence is becoming deeply embedded in advertising and marketing, but adoption alone is no longer the story. In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams examines findings from the ARF's latest AI research, which reveals that while organizations are increasingly confident in AI-generated outputs, many are still developing the testing, governance and measurement practices needed to ensure those outputs deliver meaningful business value.
Member Only AccessRetail Media, Rewritten: What’s Changing and What Matters Now
The debate over “What went wrong with polling?” continues and is now raising questions about the accuracy of consumer research in general. Read more »
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