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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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The 2025 Guide on Using AI for Advertising Research

The 2025 Guide on Using AI for Advertising Research

  • ARF ORIGINAL RESEARCH

This update to the ARF’s first comprehensive handbook, released last year, provides an exploration into the burgeoning technology’s transformative role in marketing and advertising research. It covers the integration of AI into marketing strategies, ethical considerations, future trends and practical case studies. This handbook is an essential guide for advertising research professionals looking to leverage any of the latest AI platforms while ensuring ethical and impactful outcomes.

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OTT 2024: Today's Dynamic Media Landscape -- What's Next?

OTT 2024: Today's Dynamic Media Landscape -- What's Next?

Attendees joined us on October 23 for our annual OTT conference, offering the latest research on shifts in the TV and video landscape, viewer behavior, and cross-platform measurement. Industry experts discussed trends in viewing habits, advertising innovations, and predictions for 2025. Attendees also had the opportunity to participate in discussions and network with industry peers over breakfast, lunch, and the cocktail reception.

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