The Advertising Research Foundation Unveils Handbook for Effective Utilization of AI in Advertising Research


The Advertising Research Foundation (ARF) has released a new handbook exclusively for members to provide guidance on utilizing artificial intelligence (AI) effectively in advertising research. The guide offers a comprehensive resource for advertisers, covering key topics such as the basics of AI and machine learning, ethics and transparency, and the future of AI.

ARF members are also invited to contribute insights and perspectives. The organization hopes that the handbook will help its members apply AI in their own advertising research, facilitating informed decision-making and impactful campaigns.

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