research quality

AUDIENCEXSCIENCE 2026

  • ARF

ARF’s annual AUDIENCExSCIENCE conference showcased the most urgent challenges and recent breakthroughs in audience measurement. Industry leaders gathered in NYC March 18-19 to examine the rapidly changing intersection of AI, marketing, media, and consumer insights. As AI shifts research workflows, alters measurement systems, and changes consumer behavior, we explored new insights on how audience measurement is adapting to rapid change. Content is currently available to conference attendees.

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When Style Becomes Signal: How Gendered Language Shapes Generative AI Output

When Style Becomes Signal: How Gendered Language Shapes Generative AI Output

  • ARF

As generative AI tools become embedded in advertising and marketing research workflows, questions about bias increasingly extend beyond outputs to the interaction itself. This study examines whether gendered patterns can enter AI through subtle differences in how prompts are phrased. By systematically varying linguistic styles using psychologically grounded traits, the research shows that implicit, style-based, gender cues shape AI prompt construction more strongly than explicit, gender labels, with important implications for how bias may propagate upstream in AI-assisted marketing and research applications.

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Marketing Effectiveness Accelerator

Marketing Effectiveness Accelerator

The Marketing Effectiveness Accelerator is the only event dedicated exclusively to attribution, marketing mix models, and the science of marketing performance measurement. On November 12, leading experts presented empirically grounded case studies that demonstrate how leading brands are solving today’s toughest challenges.

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