Much has been written about AI and its use in research and creativity, and every day, researchers field questions about AI. Within the industry, there is hope for what AI can bring but also skepticism about it. This special ARF Creative Council event was designed to better understand the value, future potential, and limitations of AI in research. Attendees heard from a group of speakers and embark on a discussion intended to demystify the way AI can and can’t be used to do research for developing and optimizing advertising creative.
The event featured presentations that touch on what AI is, how it differs from other kinds of modeling, and what it offers that traditional copy testing can’t offer. Experts discussed how AI models are developed, the training sets they use, and the potential biases in the selection of those training sets.
The presentations was followed by a discussion on the impact AI has on the research that fuels creative development, and how AI can be integrated into the creative process. The discussion sought to highlight concerns about using AI in research and the opportunities that AI opens up for creative exploration.