Rex Briggs recently joined Claritas as its Chief AI Officer. His upcoming book, The AI Conundrum, examines the strengths and weaknesses of AI, and is slated for release in August 2024. Rex is the best-selling author of SIRFs-Up – How Algorithms and Software are Changing the Face of Marketing co-author of What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds. He was named 2022 Change Maker by the Marketing Research Council for his work on AI Personalization advertising and COVID modeling. He was named one of the dozen “best and brightest” in media and technology by Adweek, and one of the people to “watch and learn from” according to Brandweek. He has been honored with the Atticus Award for his work in direct marketing, and ESOMAR’s Fernanda Monti Award for his work in CRM. Rex is an instructor for the Association of National Advertisers’ (ANA) School of Marketing, where he holds workshops on ROI measurement technologies and IMPACT Marketing. He founded Marketing Evolution and sold majority control and exited in 2019.Rex is known as one of the world’s leading experts in marketing ROI measurement and optimization technologies. His expertise derives from direct experience measuring and improving the performance of a wide range of marketing programs for more than 100 Fortune 500 marketers.