Our Reports

AA Council and Front Foot Members receive exclusive access to our research and reports, which include:

Advertising and AI: Showcasing Applications and Responsible Use

Download the AI Report here.

This report takes a wide-ranging look at the issues and practicality of AI adoption within advertising, firstly outlining the AI context and opportunity, as well as the importance of responsible AI adoption. It then moves on to ‘AI in Action’, a section including six in-depth case studies of well-known brands, including McDonalds, O2 and Belvita.

The report also looks at issues around regulation, sustainability and ethics, including a 12 point checklist for responsible AI adoption encompassing key priorities around transparency and compliance.

Highlighted is the transformative impact AI can have across the entire advertising value chain — from strategy and ideation to production, media execution, and regulatory compliance.

Value of Trust: Why trust in advertising matters 

Download the Value of Trust report here.

Trust is on the rise.

According to the 2024 Credos Trust Tracker results, trust in advertising rose from 36% to 39% over the past 12 months. This is up from 30% in 2022, an increase largely driven by the young.

The new report builds on the work begun by the AA’s Trust Working Group in 2018, answering the question, “Why does trust really matter in advertising?” with new data, insights and analysis from advertising industry thinktank, Credos.

The Social Contribution of UK Advertising 2024

Download The Social Contribution of UK Advertising Report here.

Our recent Value of Trust report shows that advertising’s social contribution is the second strongest driver of public trust in advertising, after the creative quality of the adverts themselves.

This report has curated and showcased work of the highest creative quality to highlight how they make a social contribution. This ‘best of the best’ selection includes eleven case studies from leading brands and charities, including eBay x Love Island, Dove, Vanish and Breast Cancer Now, that have all won awards for their positive social contribution.

Hybrid Working in the Advertising Industry Report

Download the Hybrid Work Report here.

This report is based on the responses of 19, 000 advertising and marketing professionals, collected in March 2023 as part of the All In Census. Its data has provided an unparalleled view of the role hybrid working plays in improving diversity and inclusion in the industry.