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Learn About the Benefits, Limitations and Dangers of Using LLMs in Advertising Research

Learn About the Benefits, Limitations and Dangers of Using LLMs in Advertising Research

  • By ARF
  • Knowledge at Hand

This report offers an abridged version of the cumulative 2025 AI handbook, exploring the benefits, limitations and dangers of generative AI models when employed in various tasks associated with marketing and advertising research. This report sums up the insights from several experiments where ARF researchers tested AI's capabilities in survey design, sentiment analysis, coding open-ended responses, language translation and addressing AI risks.

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AI for Creative & Targeting: Predict, Personalize, Perform

AI for Creative & Targeting: Predict, Personalize, Perform

  • AI SERIES

In this AI session, Laura Denton Carter, Travis Gossen, and Doug Horn unveiled a set of AI-powered tools developed by Google that streamline the creative development process and enhance targeting capabilities. Paul Donato of the ARF moderated the subsequent question-and-answer portion. The presentation focused on how these tools optimize campaign efficiency and creative performance. Real-world use cases illustrated how AI can drive personalization, audience segmentation, and dynamic content creation across platforms. The session also emphasized the importance of ethical considerations and human oversight when implementing AI in advertising.

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AUDIENCEXSCIENCE 2025

AUDIENCEXSCIENCE 2025

ARF’s annual AUDIENCExSCIENCE conference returned March 25-26 to explore the most critical audience measurement issues. Through keynotes, panels, debates and rigorously peer-reviewed research presentations, attendees learned about a wide array of new and evergreen industry topics. World-class thinkers shared their perspectives on the future of advertising research and measurement and revealed how tomorrow’s technologies and data trends will impact advertising and media. Please continue to check this page. More content will be added shortly.

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