research quality

• Article

The Psychology of Gen AI: Subtle Signals, Gendered Outputs Phase: Bias in Generative AI: Deep Dive

• Article

The Psychology of Gen AI: Subtle Signals, Gendered Outputs Phase: Bias in Generative AI

• Article

ARF KC Deep Dive: Gender Inclusive Survey Screeners

• Targets & Segments
• Article

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.

• Article

Analytic Partners Remarks

• Article

Why Visual Attention is a Flawed Measure of Attention

• Past Event Highlights
• Article

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.

• Article

ARF Knowledge at Hand: LLMs: Benefits, Limitations and Dangers