digital video

Winning the First Few Seconds: Understanding Gen Z Attention in Modern Video Landscapes

Winning the First Few Seconds: Understanding Gen Z Attention in Modern Video Landscapes

  • ARF ORIGINAL RESEARCH

As marketers invest more heavily in short-form and social video platforms, understanding how Gen Z allocates attention has become increasingly important. This literature review examines what current research reveals about Gen Z’s attention across social feeds, short-form video, creator content, streaming and emerging formats. The evidence suggests that Gen Z attention is not necessarily shorter, but faster, more selective and highly dependent on platform context, creative execution and brand familiarity.

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Better Creative, Fewer Tests: A New Framework for Efficient Self-Improving Systems

Better Creative, Fewer Tests: A New Framework for Efficient Self-Improving Systems

  • ARF; MSI

This MSI working paper introduces TextBO, a novel AI framework designed to improve marketing decisions more efficiently by minimizing costly evaluation cycles. By combining large language models with Bayesian optimization principles, the approach enables AI systems to iteratively refine outputs—such as ad creatives—while requiring fewer real-world tests. The result: faster learning, better-performing outcomes, and a more scalable path to AI-driven decision-making.

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