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How AI Will Make Us Smarter

During a recent ARF Town Hall, Professor Russel Neuman explained why he thinks AI will have primarily positive effects. It will make us smarter and more productive. Furthermore, he does not think new regulations are needed to protect humanity from negative consequences of AI development. Read more »

Next Generation Artificial Intelligence

  • TOWN HALL

Professor Russ Newman of New York University does not believe that AI will cause humanity’s extinction. Instead, it should help enhance human intelligence and productivity and our quality of life. After putting the AI revolution into historical context, Prof. Newman discussed aligning AI with human values. At our current stage, he believes the regulatory mechanisms in place are sufficient. He explained how large language models work, what allowed them to come into existence and their future impact, describing the effect on marketing and advertising, as well as what the individual user experience will be like. A democratizing, hyper-personalized experience could take place where AI agents advocate on their owner’s behalf and negotiate each transaction with their owner’s preferences in mind. Over time, he sees a great diversification of models coming into being. Historically speaking, each groundbreaking technology that changed the world has been a net gain for humanity. What makes AI different is that if applied correctly, it could make us smarter. The question is, if AI gives us exceptional advice, will we take it?

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Future-Proofing the Analytics and Insights Function

  • By Chenyu Wang
  • ANALYTICS COUNCIL

On February 6, Analytics Council Organizational Working Group members Shelley Yang (Director, Insights Activation at Ipsos Creative Excellence) and John Baro (Manager, Market Research & Insights at Spectrum Reach) shared a summary of their learnings from a set of 21 in-depth interviews (IDIs) conducted with ARF members to understand what insights and analytics departments should do to future-proof themselves. Then, a panel of senior researchers -- Helen Katz (EVP, Research at Publicis Media), Michelle Gibb (Vice President, Global Insights & Analytics at Mondelez International), and Jed Meyer (SVP, Media Solutions Leader of Kantar) -- and an industry observer, Simon Chadwick (Managing Partner at Cambiar LLC) joined Shelley to share their perspectives on the topic.  Their conversation was moderated by Steven Millman, Global Head of Research & Data Science at Dynata.  The presentations and panel touched on AI, outsourcing, skill sets, and mindsets.

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Minimizing Risk and Inspiring Innovation When Using GenAI and LLMs

Generative AI (GenAI) and Large Language Models (LLMs) have reached a point in their development where they have become tools so powerful, they will quickly become too important to ignore. Proper use can drive greater efficiency, productivity, better automation and even become new revenue drivers, according to this concise, how-to guide written by Steven Millman, ARF board member and Global Head of Research & Data Science at Dynata. It describes best practices and potential pitfalls in data privacy and security, protecting IP, oversight and more.

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The ARF Handbook for Using AI in Advertising Research

Significant developments in AI have occurred in the last two years, allowing it to be used in various places in the advertising industry. One area that has received little attention however is advertising research. Recognizing this, the ARF has conducted a significant number of its own research. The product of this effort is an AI handbook that offers practical advice in several key aspects of using AI for advertising research. Moreover, an interactive function allows experts to leave comments that, once verified, will be integrated into the report, making it a living, breathing document that continues to evolve as AI advances.

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AI Predictions

The New York Times Dealbook made predictions for the “Evolution of AI” in 2024 and 2025. They include increased use of AI in marketing.    Read more »

A Peek Behind the Curtain at How AI Judged the David Ogilvy Awards

  • Summary by Alexander Cammy, Creative Council Young Pros Officer

During this ARF Creative Council event, the Council further explored the results of the AI model experiment to predict the winners of the 2023 ARF David Ogilvy awards, building on the initial presentation of these results at the Creative Effectiveness Event.  Council Member Pedr Howard (Ipsos) presented additional results now that the actual winners are known.  Lynnete Wong (Oglivy) of the 2023 Grand Ogilvy Award winning team talked about the kinds of research her agency undertook to develop the winning campaign for Samsung.  The two of them then joined a panel with Council member Belle Frank (VMLY&R) to discuss the implications of the experiment and the growing role of AI in advertising and advertising research.  Council Member Bill Day (Magid) moderated the panel.

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Navigating the Evolving Media Landscape

  • OTT 2023

The media landscape continues to evolve, arguably at a faster rate than ever. Leading media and measurement experts presented research-based insights on how viewers use different forms of TV/video on various platforms. Attendees joined us at the Warner Bros. Discovery Studios in California and via livestream to understand the latest data and discussions of the data’s implications.

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