Is AI a Neutral Proxy for Real People?
Comparing “real” people’s opinions with those generated by AI finds that models often mistake salience for truth.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
90 Years of Advertising Research
A review of the ARF’s archives reveals surprising insights from past studies.
Attention, Media Weight and Outcomes
Several new studies provide important insights on how to use attention measures to assess campaign outcomes.
How Well Do Research Findings Replicate?
A project confirms that many research findings don’t replicate and explores the use of AI models to assess how confident we can be about a study’s conclusions.
How Well does AI Answer Research Questions?
An ARF experiment finds that AI can deliver answers fast, but those answers may rely on incomplete biased or weakly relevant sources.
Is the Middle Class Really Shrinking?
Lower income groups are shrinking, but the upper middle class and the most affluent groups are expanding. These changes are impacting businesses and marketers.
66 Years of Advertising Research
The Journal of Advertising Research (JAR) is setting new priorities for “Advertising in the Age of AI.” Read more »
How Marketers Feel about Today’s Measurements
Two studies of marketers’ views on advertising measurement find many agree on priorities but feel confused and uncertain.
Retail Media Networks Analysis
A new report on retail media networks finds convergence at the surface, but fragmentation lies beneath.
A New Trend in News Viewing
Researchers find surprising changes in Americans’ trust in news sources and reactions to news.