ARF experiments and many researchers have uncovered quite a few problems with LLMs. They have warned about the uncritical use of AI as a result. However, that does not mean that AI cannot provide great value, beyond cost-savings and speed. Case in point: the use of AI as a “second opinion.”
The Journal of Advertising Research’s June 2025 issue highlights academic research on Generative AI.
Research has demonstrated that marketing strategies based primarily on demographic characteristics are not optimal strategies. However, that does not mean demographic trends are unimportant. In fact, one marketing expert argues that they “matter most.”
Most marketers agree that attention is an important concept. But there are still sharp disagreements on the optimal ways to define and measure it. Read more »
Generational change and the analysis of the differences between generations are tasks which are generally more complex and difficult than is often assumed.
Researchers find that adding information to AI that is relevant for a specific research objective leads to deeper insights.
A new ARF experiment underscores that LLMs are distinct instruments with different sets of biases and blind spots.
A new study by Kapwing, an online content creation platform, found that “Brooklyn Nine-Nine” now holds the title as the wordiest TV show.
The ARF conducted an experiment to explore if AI can be used to challenge assumptions and generate hypotheses.