As changes in marketing and research methods and technologies accelerate, keeping up to date is becoming increasingly urgent for researchers. The ARF and New York University (NYU) are providing a solution. Read more »
Member Only AccessAs changes in marketing and research methods and technologies accelerate, keeping up to date is becoming increasingly urgent for researchers. The ARF and New York University (NYU) are providing a solution. Read more »
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Artificial intelligence has rapidly become part of the everyday marketing toolkit, transforming everything from creative development and campaign measurement to analytics and customer engagement. Drawing on two nationwide surveys of more than 200 U.S. advertisers and agencies, this new ARF study explores where AI adoption stands today, which tools marketers rely on most, how organizations are validating AI outputs and the governance practices emerging as AI becomes central to marketing operations.
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Marketers have access to more data than ever before, yet many still struggle to answer the most important question: Did the marketing effort truly make a difference? And if so, how? Lots of metrics exist. So, is collecting more metrics the best approach to evaluating true impact? In this guest article for The Advertising Club of New York, ARF Senior Director of Research & Insights Tracy Adams argues that the future of measurement isn't about collecting more metrics—it's about integrating multiple approaches to build a more complete, decision-ready understanding of marketing impact.
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As generative AI becomes increasingly integrated into research workflows, what does "human in the loop" actually mean? This latest installment in the ARF and MSI's Psychology of Gen AI series explores how researchers and large language models can work together to develop rigorous research designs—and why human judgment remains indispensable throughout the process. By comparing multiple AI-generated experimental designs and refining them through expert evaluation, the study demonstrates that AI is most valuable as a collaborator that expands possibilities, not as a replacement for methodological expertise.
Member Only AccessAs changes in marketing and research methods and technologies accelerate, keeping up to date is becoming increasingly urgent for researchers. The ARF and New York University (NYU) are providing a solution. Read more »
Member Only AccessAs changes in marketing and research methods and technologies accelerate, keeping up to date is becoming increasingly urgent for researchers. The ARF and New York University (NYU) are providing a solution. Read more »
Member Only Access
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.