AI's Impact on Marketing May Be Getting Easier to Quantify

A pilot by Kroger and MMA Global yielded impressive results and valuable takeaways for marketers

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How many CMOs can cite tangible examples of how AI drove business outcomes, either top line or bottom line? Probably not many. CMOs are already struggling to defend their department because they can’t demonstrate how their team generates revenue. Quantifying the impact of AI, much less establishing causal links between investments in marketing AI and business growth, seems like an impossible task.

This was the raison d’être of the Consortium for AI Personalization, an ambitious research project formed late last year by five marketers and the trade association MMA Global.



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