Marketing Dictionary Getting Digital Twin | MASB Summit Feb 18-19

As generative AI transforms market research and consumer insights, the risk of “metric hallucinations” threatens the integrity of marketing accountability. To address this, the Marketing Accountability Standards Board is evolving the Universal Marketing Dictionary (marketing-dictionary.org) from a “passive reference” into an integrated intelligence source.

Peter Fasano

At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Peter Fasano, Founder/CEO of MassLogic, will present From Marketing Dictionary to Digital Twin: The UMD Agentic Roadmap, introducing the MIMO Solution (Marketing Intelligence / Marketing Orchestration)—a functional architecture designed to ensure AI agents remain grounded in validated financial and marketing standards. Request your invitation from  events@themasb.org.

Through a strategic design partnership with MassLogic, MASB is industrializing this solution into the UMD Agent, a specialized “Digital Twin” of MASB’s collective expertise. Key takeaways will be:

  • The MIMO Solution: Learn how the dual pillars of Marketing Intelligence and Marketing Orchestration enable your Generative AI to accurately source verified strategic definitions directly to your marketing insights and investment decisions.
  • Live Demo – The UMD Agent: See the first “Digital Twin” for marketing standards in action, demonstrating how it provides authoritative guardrails for enterprise AI.
  • The Agentic Vision: A first look at the roadmap for a “Community of Experts”—interconnected agents that will allow members and commercial subscribers to tune their private AI models with MASB-certified content.
  • Commercial Roadmap: Updates on availability for MASB members and the upcoming commercial subscription model for non-member organizations.

MASB summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing.

Request your invitation from events@themasb.org.