survey questions

On February 28th, the ARF Young Pros gathered, both in person and virtually, to learn about the utilization of AI tools and their capabilities by companies like Comscore and LinkedIn. Paul Donato, representing the ARF, began with an overview of the recently published ARF Handbook on AI in advertising research. Following that, Danan Ren and Tiffany Terilli from Comscore shared insights on how the company currently leverages AI and how we can all benefit from this technology. Virtually, Rogier Verhulst and Kendra Speed from LinkedIn presented how they use ChatGPT to understand brand association, with Kendra providing a practical example of integrating AI tools into our daily work. Finally, attendees practiced creating surveys using AI tools such as ChatGPT, Gemini, and Bard.

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Using AI in Advertising Research

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Research & Data Quality
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The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

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