The Association of National Advertisers (ANA) highlighted Northwestern University’s Spiegel Research Center in its feature “How Are In-House Agencies Utilizing AI Tools?” The article includes insights from Kelly Cutler, associate professor at Northwestern, who shared research-driven guidance on how marketing teams can effectively integrate artificial intelligence. Drawing from Northwestern’s study “Northwestern Study Finds Enthusiasm, Gaps in Gen AI Use,” Cutler outlined best practices for using AI beyond content creation—emphasizing long-term planning, workflow efficiency, and strategic oversight led by marketing leadership.
