Creative work
and consumer response.
We review advertising, brand memory and personalisation, separating creative ratings from measured consumer response.
04 Research programme
What our
research covers.
Our research follows AI from the systems people use to the work they produce and the responses they measure.
Creative work
Performance, learning
and adoption.
We examine productivity, task allocation and learning, including performance after AI assistance is removed.
Reliable systems.
Valid measurement.
We study retrieval, agents and model evaluation, alongside the security and measurement problems these systems introduce.