performance measurement

The future of measurement is automated, but can marketers trust the black box? Kantar Chief Product Officer Ty Ahmad‑Taylor shares his take.

There’s a paradox at play in how marketers are adopting artificial intelligence.

Eighty-seven percent of US advertisers say they plan to increase AI usage over the next 12 months. But only 45% feel confident in their understanding of how AI-powered technologies work. That 42-point gap is an indicator of early friction in AI adoption.