ARF Unveils 2025 AI Handbook, Pioneering Insights in Advertising Research

ARF Releases 2025 AI Handbook: A Guide to Transform Advertising Research

The Advertising Research Foundation (ARF) has recently unveiled its latest publication, the ARF Handbook for Using AI in Advertising Research (2025). This significant addition to the field provides advertisers and marketers with essential tools to navigate the evolving landscape of advertising and marketing research influenced by artificial intelligence (AI).

Transformative Insights on AI in Advertising

Set across six comprehensive chapters and supported by seven real-world case studies, the 2025 handbook articulates the profound impact of generative AI, synthetic data, and large language models (LLMs) on traditional advertising methodologies. The insights delve into various aspects ranging from survey design and analysis techniques, to campaign evaluation and developing creative strategies.

Paul Donato, the Chief Research Officer at ARF, emphasized the handbook’s purpose, stating, "AI is redefining how we gather insights, build models, and even interpret human behavior. This handbook offers a clear-eyed look at what's possible with AI—and what still requires human judgment and oversight."

A Practical Resource for an Evolving Industry

This handbook encapsulates contributions from a diverse range of industry experts, including ARF researchers, MSI academics, and executives from major firms such as Ipsos, Kantar, Nielsen, Publicis, and TikTok. Some of the pivotal topics covered include:

1. Retrieval Augmented Generation (RAG): Examining how hybrid search models are enhancing accuracy while minimizing hallucinations in LLMs.
2. Synthetic Research: Identifying the opportunities and limitations associated with AI-generated data in market modeling and concept tests.
3. Consumer Trust and Ethics: Addressing critical subjects like privacy, transparency, and algorithmic bias within AI applications.
4. Emerging Trends: Projections on hyper-personalization, autonomous campaigns, and the future role of AI in brand visibility.

The handbook also presents empirical evaluations of AI performance across various advertising research tasks, benchmarked using tools like GPT-4o and Claude 3.5 Sonnet. These experiments generate actionable insights for researchers and strategists.

Significance for Media Professionals

As GroupM forecasts that an astonishing 90% of advertising could be AI-enabled by 2029, the importance of the ARF AI Handbook cannot be overstated. It serves as both a research-driven reference and a strategic guide to implementing AI responsibly across media, branding, and consumer insights.

The handbook is available exclusively to ARF members, with media professionals invited to request review copies or interviews through Philip Perry at [email protected].

About the Advertising Research Foundation

Founded in 1936, the ARF has positioned itself as the leading authority on unbiased quality in advertising, media, and marketing research. With over 400 member organizations, the ARF’s extensive knowledge and forward-thinking practices continue to propel advancements in advertising and marketing. By fostering collaboration and innovation within the industry, the ARF endeavors to shape a brighter future for advertising practices.

For more information, contact:
Philip Perry
Senior Content and Communications Manager
The Advertising Research Foundation (ARF)
Email: [email protected]
Phone: (212) 751-5656 ext. 5757