teams & talent

• Future States & AI
• Article

When AI Meets the Marketplace: How Generative Models Reshape Creative Supply and Demand

• ARF
• MSI

Generative AI is transforming creative marketplaces by rapidly expanding the supply of content while simultaneously displacing traditional producers. Using a unique natural experiment and econometric modeling, this research explores how AI technologies alter equilibrium in image marketplaces—where it boosts variety and quality but also creates challenges for non-AI producers and policymakers.

• Analytics & Data Science
• Article

How AI and Privacy Regulations are Changing Media Planning Practices

• ARF; MSI; CIMM

The Advertising Research Foundation (ARF), in collaboration with CIMM and MSI, presents The Future of Media Planning in an AI-Powered, Data-Driven World. This report explores how AI, privacy-first strategies and outcome-based metrics are transforming the discipline of media planning. Designed for researchers and practitioners, the paper provides a roadmap for navigating audience fragmentation, evolving regulations and new measurement frontiers—while keeping business outcomes at the center of strategy.

• Article

The Future of Media Planning in an AI-Powered, Data-Driven World

• Article

Streaming Audiences From A Talent Perspective

• Article

Building Authentic Connections During Unpredictable Times

• Article

See Inside Your Ads: Decoding Authenticity

• Article

How To Build (And Measure) An Authentic Brand

• Article

Agentic AI in Action: Practical Workflows for Researchers and Marketers