privacy

Analytics & Forecasting 2026

Analytics & Forecasting 2026

  • Analytics & Forecasting

AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.

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Four Pillars for Responsible AI Marketing

Four Pillars for Responsible AI Marketing

  • ARF; MSI

As AI becomes more embedded in marketing, organizations face ethical and regulatory questions alongside implementation challenges. Drawing on a synthesis of 35 high-quality qualitative research sources, this MSI working paper proposes a “Responsible AI Marketing Framework,” centered on four pillars: transparency by design, consent architecture, algorithmic accountability and consumer empowerment.

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Making Sense of Open-Source Marketing Mix Modeling

Making Sense of Open-Source Marketing Mix Modeling

  • ARF; MSI

As privacy changes make it harder for marketers to track individual customer journeys, media and marketing mix modeling (m/MMM) is experiencing renewed interest. Open-source tools from Meta, Google and the PyMC ecosystem promise to make these methods more accessible, particularly for organizations without the resources for customized proprietary models. In this MSI working paper, Julian Runge and Koen Pauwels evaluate the leading open-source approaches, examining their capabilities, differences and tradeoffs. Their analysis shows that while automation can democratize sophisticated marketing measurement, using these tools responsibly requires careful attention to model assumptions, diagnostics, calibration and validation.

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Bridging the Human-to-AI Identity Gap

Bridging the Human-to-AI Identity Gap

  • ARF COUNCIL REPORT
  • CROSS-PLATFORM MEASUREMENT COUNCIL

As generative search and agentic AI transform how consumers discover, evaluate and purchase products, traditional identity resolution and attribution systems are struggling to keep pace. This new paper by the Identity Resolution Working Group of the ARF Cross-Platform Measurement Council, introduces the concept of “Delegated Identity”—a framework designed to reconnect human intent with AI-driven actions in an increasingly AI-mediated marketplace. The report explores the emerging identity gap, evaluates industry readiness and outlines the challenges and opportunities facing marketers, identity providers and AI platforms.

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