The Association of National Advertisers (ANA) recently featured Northwestern University’s research on how marketing teams are integrating generative AI. The article, “Northwestern Study Finds Enthusiasm, Gaps in Gen AI Use,” highlights insights from the university’s empirical research—conducted through surveys, interviews, and case studies within the Spiegel Research Center—revealing both the opportunities and challenges marketers face as they adopt generative AI.
Northwestern University explored the integration of generative AI within marketing teams, drawing upon empirical research, including surveys, interviews, and case studies conducted within its research center.