“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 …
According to the MASB Sustainable Marketing Accountability (SMA) Project, “sustainability should never be a way for managers to justify ideas that haven’t been fully thought through, nor should it be a way for companies to appeal to consumers with false …
The Marketing Accountability Standards Board welcomes three marketing industry luminaries to its Board of Directors. Greg Stuart is the CEO of the Marketing + Media Alliance, a global, non-profit community of senior marketing leaders advancing marketers’ ability to create value, …
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 …
The Marketing Accountability Standards Board is pleased to announce the new membership of Dr. Talaya Waller, MBA, DBA, founder of Valuables, a data platform for brand valuation used in underwriting, due diligence, and executive risk analysis. “MASB’s work strengthens how …
What a year for marketing accountability! MASB CEO Joanna Seddon and Executive Director Frank Findley kept our numerous project teams on track and much progress was made by all. The Marketing Metric Certification and Universal Marketing Dictionary teams were busier …
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 …