The advertising, advertising research and broader marketing research industries are increasingly turning to artificial intelligence (AI) to enhance efficiency, reduce costs, and improve the accuracy of creative evaluations. AI-driven tools promise to revolutionize ad testing by providing rapid insights and eliminating traditional research bottlenecks. However, AI in advertising research has faced significant challenges, including concerns over reliability, the misuse of synthetic respondents, and a lack of actionable recommendations. Many AI solutions attempt to predict human responses in ways that are fundamentally flawed, leading to inaccurate insights and misguided marketing decisions.
