During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event
. Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known. Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung. The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research. Council Member Bill Day (Magid) moderated the panel.