This compendium report highlights all of the ARF research reports and resources produced in 2025 and 2026 to date, including ARF original research reports, Psychology of Gen AI series, Council reports, podcasts and infographics, along with Knowledge at Hands.
Member Only Access
How do consumers respond when brands incorporate LGBTQ themes into their advertising? An analysis of more than 20,000 YouTube comments finds that overall, sentiment toward LGBTQ-themed advertising is predominantly positive, but responses vary considerably depending on the content. Celebratory and family-oriented themes tend to generate more positive reactions, while brand activism and portrayals that challenge traditional gender expectations can produce more polarized responses. The findings underscore the importance of authenticity and understanding the social and cultural dynamics surrounding inclusive advertising.
Member Only Access
As brands increasingly use AI-generated people in advertising, a new MSI Working Paper explores how consumers respond when those synthetic models are used to increase racial representation. Across multiple experiments, the research finds that disclosure of AI-generated Black models can reduce brand evaluations by weakening perceptions of authenticity and commitment to diversity initiatives, while similar effects do not emerge for White models. The findings offer important guidance for marketers seeking to balance technological innovation with meaningful representation.
Member Only AccessArtificial intelligence is no longer a futuristic concept. It’s a present-day reality embedded in the very fabric of our business ecosystems, especially in marketing. This is especially true in health and pharma, where AI is already reshaping drug discovery and diagnostics, and where the consequences of biased or ungoverned models can directly impact patient outcomes. As we race to unlock AI’s potential, a critical truth is emerging: the most significant competitive advantage won’t come from simply using AI, but from using it responsibly.
Member Only Access
The ARF’s 2025/2026 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 the 2025-2026 period, this collection provides marketers and researchers with a practical, forward-looking view of how data, technology and consumer behavior are redefining the discipline.
Member Only AccessThis 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.
Member Only AccessBlack audiences are the vanguard of cultural influence and market trends in the U.S. and beyond. Now in its 15th year, the Nielsen Black Diverse Intelligence Series has been centering African Americans and the diaspora through data that shows our audience and economic impact has only gotten stronger. Today, Black consumers continue to send a clear signal that if businesses want to leverage our buying power, influence and brand loyalty, they need to demonstrate a true understanding and commitment to embracing Black identity.
Member Only AccessGenerative artificial intelligence (gen AI) has the potential to be a powerful tool for advancing health equity by accelerating drug development and clinical trials, aiding diagnosis, enabling more precise treatments, increasing personalization of patient care as well as easing the documentation burden on healthcare professionals. The healthcare industry believes that AI can enable better care outcomes, improve efficiency and reduce costs, resulting in more accessible healthcare.
Member Only Access