Tracy Adams

Sr. Director, Research & Insights

The ARF

Tracy Adams, PhD, is Senior Director of Research & Insights at the ARF, where she leads the organization’s research agenda and advances industry-wide initiatives across advertising and marketing. With a background in sociology and cultural studies, she brings a critical, interdisciplinary lens to advertising and marketing research.

Sessions

Sep 23

2:00 PM - 2:20 PM EDT

Marketers Trust AI. Is the Evidence Keeping Up?

Marketers are rapidly embedding AI across creative, media, analytics and measurement, while confidence in its outputs is rising even faster. Drawing on new ARF research, this session examines where AI adoption is accelerating, how organizations are testing and governing it, and whether validation practices are keeping pace.

Key Takeaways:

1. AI is moving rapidly from experimentation into everyday marketing infrastructure.

2. Marketers’ confidence in AI is rising faster than their validation practices.

3. Governance, testing and standards will determine whether AI delivers lasting value.

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