qualitative
- Creative & Branded Content
- Article
Harmony or Discord? Exploring the Impact of Generative AI on Human Creativity in Advertising
With generative AI tools like ChatGPT and Midjourney rapidly entering the advertising toolkit, the creative landscape is shifting. This study explores how advertising professionals perceive and use these technologies, where friction arises and what the future of human-AI collaboration in advertising might look like. Drawing on qualitative interviews and industry surveys, the paper offers a nuanced view of both enthusiasm and anxiety within the creative community—and sets a research agenda for the field.
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- Future States & AI
- Article
Designing with Machines: A Co-Creative Model for Generative AI in Advertising Agencies
A new study uncovers how advertising agencies are attempting to integrate generative AI into their creative workflows, and the repercussions of that process. Based on interviews and field data, the research presents a four-phase model—readiness, co-creativity, validation and execution. Although the study reveals certain anxieties surrounding this integration, in the end both human and AI elements together are required to boost and enliven the creative process.
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- Targets & Segments
- Article
The State of Retail Media Networks & Consumer Behavior
On May 21, the industry’s top minds gathered in Chicago for a look at the future of retail, media, and consumer behavior and dove into the rapidly evolving role of Retail Media Networks (RMNs). Attendees gained actionable insights on the opportunities and challenges that RMNs present. Leading experts led discussions on optimizing RMN investments, navigating sales attribution complexities, adopting an "omni-normal" approach to connect with shoppers across all touchpoints, harnessing AI for brands and consumers, and more.
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- Research & Data Quality
- Article
Learn About the Benefits, Limitations and Dangers of Using LLMs in Advertising Research
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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