AI doesn’t fix measurement — it raises the stakes for CMOs

Ran Avrahamy, CMO, AppsFlyer

For more than a decade, CMOs have been told that better technology would finally solve their measurement problems. First, the solution was attribution. Then it was omnichannel dashboards. Now it’s AI.

But the uncomfortable truth many marketing leaders have discovered in real time is that AI hasn’t fixed measurement. It has made unreliable measurement more consequential, by accelerating decision making based on false confidence.

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