future state

• Article

What is “Agentic” AI?

• Research & Data Quality
• Article

Testing AI’s Strategic IQ: Can Generative Models Think Like Top Executives?

• ARF ORIGINAL RESEARCH
• ARF

The ARF tested whether generative AI can adopt executive personas and provide credible, role-specific strategies. This experiment highlights how AI performs when “thinking like” organizational leaders, its limitations in institutional logic and feasibility, and how human-in-the-loop feedback can refine outputs and create nuanced and worthwhile results.

• Article

The Psychology of Gen AI: Acting the Part: Can AI Think Like a CFO? Deep Dive

• Article

The Psychology of Gen AI: Acting the Part: Can AI Think Like a CFO?

• Targets & Segments
• Article

Managing Privacy Fatigue in the Age of Data Dependency

• ARF
• MSI

What happens to customer trust after a data breach, long after the headlines fade? This research introduces the customer privacy journey, a new model that reveals how privacy concerns unfold across three stages and how firms can proactively manage customer relationships through the full arc of breach, recovery and fatigue.

• Article

The Bias Beneath the Average: What Loss Aversion Reveals About How AI Thinks

• Analytics & Data Science
• Article

Mapping the Future: How Analytics and Insights Are Evolving

• ARF
• Organizational Insights Council

This is a report on the third in a series of surveys conducted by the ARF Organizational Insights Council on the evolving terrain of the analytics and insights profession. Drawing from interviews with over 400 professionals across ARF member companies, the study provides a deep dive into skill trends, structural shifts, AI adoption and sector-based investment in research and analytics.

• Article

Report on the State of Analytics and Insights Disciplines in 2024