Marketing organizations are under pressure to translate AI enthusiasm into measurable business impact. At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Greg Stuart, CEO of the Marketing + Media Alliance (MMA) and co-host of Decoding AI for Marketing, will moderate the …
Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. …
AI is transforming how people navigate their daily lives, accelerating expectations for simplicity, personalization, and intelligent support across every interaction. As adoption rapidly expands across all generations, brands are entering a new era where consumer expectations outpace many organizations’ current …
“How many bad decisions will go unnoticed because AI made them look polished?” As multiple macro-trends converge to reshape the future of work, AI stands out as the enigmatic force capturing both our imagination and concern. While organisations scramble to …
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 …
The use of artificial intelligence in marketing is evolving rapidly, and Reena Jana, Head of AI Research & Standards, Trust and Safety at Google, is helping get businesses up to speed. “Users now don’t need to hear over and over …
What prompts and guardrails are needed for AI to deal effectively with open-ended survey questions and unstructured data? At MASB Winter Summit 2026, Feb. 18-19 on Zoom, marketing industry veteran Tim Gohmann, PhD, will present, Identification and Assignment of Sentiment to Purchase Drivers …
According to Jeremy Korst and Stefano Puntoni, generative AI is transforming the collection, creation, and analysis of consumer and market insights—the lifeblood of strategic marketing. At the center of this transformation, they believe, will be two AI-generated tools designed to …
In 2026, consumer expectations continue to rise faster than brands can typically respond, reaffirming that emotion – not rational evaluation – drives the majority of purchase decisions. Insights from the Brand Keys Customer Loyalty Engagement Index, now in its 28th …
The next episode in the Making Marketing Accountable webinar series happens Wednesday, Sep. 24, Noon ET, and features Peter Cain, presenting MMM: Design, Uses and Pitfalls. Dr. Cain is Executive Director and Co-Founder of Marketscience, an independent marketing analytics consultancy specializing in advanced …
