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Delphi Group launches AI adoption report

Keeping the ‘human in the loop’ and embracing experimentation are two of the five guiding principles of adopting generative AI successfully into research practice, the latest report from MRS Delphi Group has said.

Liam Kay-McClean

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Culture of learning key to measuring marketing effectiveness

To measure marketing effectiveness in a world where data and advertising are becoming more fragmented, marketers must adopt a ‘learning culture’ rather than seeking a ‘silver bullet’, according to a report published by the Institute of Practitioners in Advertising (IPA).