Targets & Segments

Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising

Privacy, Trust & AI: How U.S. Consumers Are Rewriting the Rules of Advertising

  • ARF Original Research

The ARF’s latest privacy study shows that U.S. consumers are more informed, more trusting and more engaged with artificial intelligence than ever before—yet still cautious about how it and other technologies use their data. Drawing on responses from more than 1,200 adults, the 2025 study reveals rising openness to data sharing when clear benefits exist, persistent skepticism toward certain targeting practices and growing expectations for transparency, especially around AI. For advertising researchers, the findings highlight a shifting privacy landscape where relevance, trust and first-party data strategies are increasingly intertwined.

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Why Personalization Persuades: What the Evidence Really Says

Why Personalization Persuades: What the Evidence Really Says

  • ARF
  • JOURNAL OF ADVERTISING RESEARCH

Does personalized advertising really work—or does it risk turning consumers off? A large-scale meta-analysis of 53 experimental studies finds that personalized ads are, on average, more persuasive than non-personalized ones, improving consumer attitudes and behavioral intentions. Crucially, personalization works not because it feels intrusive, but because it increases perceived relevance. When consumers see ads that connect to their interests and identities, persuasion improves—making personalization a low-risk, high-reward strategy when done well.

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Inside the Mechanics of Effective Influencer Content

Inside the Mechanics of Effective Influencer Content

  • ARF
  • Knowledge at Hand | CMO Brief

Influencer marketing continues to grow as brands increasingly rely on creators to deliver content that drives awareness, trust and purchase behavior. This ARF Knowledge at Hand report synthesizes findings across academic research, industry studies and ARF events to identify what truly drives influencer impact—and how marketers can optimize creator partnerships for effectiveness.

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A Peek Behind the Curtain: Setting Up Your Creator/Influencer Initiative for Success

A Peek Behind the Curtain: Setting Up Your Creator/Influencer Initiative for Success

  • By Sydney Angove (Kantar), Young Pros Officer
  • ARF CREATIVE COUNCIL

On December 3, the ARF Creative Council pulled back the curtain on how leading brands navigate the evolving creator and influencer landscape. This roundtable discussion offered a candid, client-side look at the creator/influencer economy and provided attendees with real-world examples of how leading brands strategically deploy creators, select the right partners, brief them effectively, and measure their performance.

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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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Beyond Representation: The Future of Inclusive Marketing

Beyond Representation: The Future of Inclusive Marketing

  • By Sarah Fahim and Agustina Perez Blua, Young Pros Officers, Cultural Effectiveness Council

On October 8, 2025, representatives from three organizations – Dyanta (Council member Nicole Mitchell), Kantar (Valeria Piaggio), and the GLAAD Media Institute (Megan Bartley) -- presented research on the current state of consumer attitudes towards diversity and inclusion in the U.S., particularly with respect to advertising.  Dynata's and Kantar’s presentations included trend data from 2023 and 2025, and Kantar’s included data from a neuroscience study.  IPG and Mintel collaborated with GLAAD on their research.  The speakers agreed that in spite of loud opposition to DEI, data shows a "silent majority" of consumers still supports inclusion efforts. The speakers also acknowledged a significant generational divide, with younger consumers being far more supportive of DEI initiatives.  The presentations were followed by a discussion with Mitchell, Piaggio, and Carol Hayneworth of IPG, moderated by Cultural Effectiveness Council Young Pros Officer Danielle Zito.

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Authenticity in Action: What Consumers Want from Social Media Marketing

Authenticity in Action: What Consumers Want from Social Media Marketing

  • By Brooke Waters (Ipsos), Young Pros Officer
  • ARF

On November 5, the ARF Social Council explored how audiences perceive authenticity on social media and how brands can build trust, credibility, and stronger outcomes through more genuine messaging and partnerships. Attendees heard new research from HawkPartners, Breakthrough Research, SunDogs and the ARF Social Council, followed by a dynamic discussion.

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Gen Z Unfiltered: How Brands Can Truly Connect with Gen Z

Gen Z Unfiltered: How Brands Can Truly Connect with Gen Z

  • ARF
  • ARF

On August 14, Snapchat and BBDO led a provocative discussion as they debunked myths about marketing to Gen Z and offered a clearer picture of what truly drives this generation. Attendees gained fresh insights on how brands can authentically connect with Gen Z by focusing on their core values, communication styles, and daily ways of engaging with the world.

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