Alternative Explanations: Can AI Rethink Its Own Reasoning?
The ARF conducted an experiment to explore if AI can be used to challenge assumptions and generate hypotheses.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
How to Manage DEI Today
Managing Diversity, Equity and Inclusion (DEI) initiatives has become difficult in the current political and social climate. Researchers are recommending strategies to avoid reputational risks and protect brands.
Marketing Mix Models & Economic Uncertainty
Marketing Mix Models (MMMs) typically serve as backward-looking tools. Can they be retooled to help marketers navigate economic shocks and changes?
Successful Influencer Marketing and “Authenticity”
As Influencer marketing becomes more and more important, researchers continue to explore what makes influencers successful and what drives “authenticity.”
ARF Members’ Top Issues in 2024
Information requests to our Knowledge Center are a good indicator of ARF members’ priorities and top concerns.
Metrics and Currencies for the Future Media-Landscape
Measurement, from exposure to outcomes, is a priority for marketers, especially given the growing complexity of media. Two projects aim to outline solutions and provide support for the development of improved metrics.
How Advertising Can Improve Stock Prices
When the ROI of advertising is calculated, one ad effect is sometimes overlooked: its impact on stock price. A JAR Best Paper explores the factors that drive positive results.
Alternative Explanations: Can AI Rethink Its Own Reasoning?
Using LLMs to develop competing interpretations and reduce confirmation bias.
Insights on LLM Usage by Marketers
Marketing in the age of AI was the topic of the recent MSI Summit. Researchers presented case studies and analyzed how best to use LLMs.