The Advertising Research Foundation (ARF) has released the 2025 edition of its Handbook for Using AI in Advertising Research—a detailed and practical guide on the transformative impact of artificial intelligence in marketing and advertising research. This latest edition offers a framework for applying AI responsibly across research methodologies, supported by six chapters and seven real-world case studies.
Highlights from the 2025 AI Handbook
AI’s Role in Evolving Research Practices
- Explores how generative AI, synthetic data, and LLMs are altering core research tasks.
- Covers applications from survey design to campaign analysis and creative strategy.
- Offers guidance on balancing AI capabilities with human oversight.
Expert Commentary and Insights
- Paul Donato, ARF Chief Research Officer, emphasizes AI’s power to reshape insight generation while stressing the need for human judgment.
- The handbook features contributions from industry leaders including:
- Ipsos, Kantar, Nielsen
- Publicis, TikTok
- MSI academic partners
Topics Covered in the Handbook
- Retrieval Augmented Generation (RAG): Enhances LLM reliability by reducing hallucinations through hybrid search models.
- Synthetic Research: Examines benefits and risks of using AI-generated data for concept testing and modeling.
- Consumer Trust & Ethics: Analyzes challenges in privacy, transparency, and algorithmic fairness.
- Emerging Trends: Includes predictions around hyper-personalization, autonomous campaigns, and AI’s influence on brand visibility.
Real-World Benchmarks and Use Cases
- Includes performance evaluations of leading AI models:
- GPT-4o
- Claude 3.5 Sonnet
- Gemini Advanced
- Benchmarks focus on their application in seven advertising research tasks, offering actionable insights for strategists and researchers.
As AI becomes increasingly embedded in advertising—projected by GroupM to power 90% of campaigns by 2029—the ARF Handbook for Using AI in Advertising Research (2025) emerges as an essential resource. It serves both as a practical tool for professionals and a roadmap for integrating AI in a transparent, ethical, and effective way across the advertising research ecosystem.
