Summary
Can sanitized AI tools truly capture the nuance required for advertising and brand research? Is a less restrained one more likely to produce skewed results? This comparative deep dive, from ARF and MSI, is the second study in the
Psychology of Gen AI series. It explores how two popular large language models—ChatGPT-4o and Grok 3—respond when prompted with complex topics. The findings highlight how content moderation affects not only tone and specificity, but the very boundaries of inquiry. For advertising researchers navigating sensitive brand perception topics, understanding these model tradeoffs is essential.
