AI

Gen AI Search Performance (GASP)

Discovery is moving from search results to AI answers. When buyers ask ChatGPT, Gemini, or Perplexity, the brands the model names win the consideration set, and the pages it cites are often not the ones that rank in search. Most brands can’t see whether they show up, or change it. GASP is a new MMA research lab that helps brands measure their visibility in AI answers and prove what actually moves it, quantifying how much is in their control.

Agentic AI Advertising (A³)

The Agentic AI Advertising (A³) Lab is a collaboration between MMA's AI Leadership Think Tank and Monks to assess the creative and commercial impact of video advertisements fully produced by agentic AI. As the advertising industry evolves from generative to agentic AI, this initiative provides insights into practical capabilities, true impact on effectiveness, and the evolution of workflows, tools, and processes. A³ represents shared learning to future-proof the marketing industry.

AI Creative Effectiveness (ACE)

AI Creative Effectiveness (ACE) uses artificial intelligence to analyze creative performance patterns and provide pre-launch scoring and recommendations. By learning from your past campaigns, ACE extracts brand-specific success drivers and applies them to new assets—checking brand/platform compliance, predicting performance, and suggesting edits before you go live. This pre-optimization approach helps teams prioritize high-potential assets and fix issues early, reducing costly revisions and improving campaign outcomes.

Semantic & Intent Fusion Targeting (SIFT)

Semantic & Intent Fusion Targeting (SIFT) represents the next generation of contextual advertising. Instead of relying solely on keywords or legacy segments, SIFT uses pre-computed LLM-derived embeddings to understand page content and user intent at programmatic speed. By querying billions of URLs and anonymized behavioral signals through fast vector similarity search, SIFT adds high-propensity semantic signals to standard RTB inputs—without the latency of in-auction LLM inference.

AI Uncovering Responsive Audiences (AURA)

AI Uncovering Responsive Audiences (AURA) is a breakthrough AI-first audience discovery and optimization program. Using advanced pattern recognition across behavioral, demographic, and transactional data, AURA continuously identifies and upweights high-response micro-segments that traditional targeting methods miss. Early pilots demonstrate an average 22% lift with no creative changes and minimal workflow impact—just split your audience lines and let AI optimize weekly.

Consortium for AI Personalization (CAP)

Boosting Advertising Effectiveness Using AI-Driven Personalization

The State of Personalization

The 2025 State of Personalization Report, published by MMA Global in collaboration with Monks provides a comprehensive analysis of how marketing leaders are navigating personalization’s complexities and charting its future.

Marketing AI Implementation Checklist

A comprehensive guide for responsibly integrating AI into marketing strategies, covering 13 key areas from leadership vision to continuous improvement

Generative AI Governance Framework for Marketing

A marketing framework for harnessing the power of generative AI, while safeguarding consumers and ensuring legal compliance.

Marketing AI Risk Evaluation Framework

Addressing key risk categories, including privacy, accuracy, ethical, and compliance risks, providing marketers with tools to navigate the complex lan

Is it Real AI?

A guide by MMA's AI Leadership Coalition to help Marketers identify genuine AI solutions

AI Essentials

A framework covering key concepts for understanding and applying AI

State of Generative AI in Marketing

How will gen AI impact marketing processes and drive impact in the next 12 months? Should I be a first mover or fast follower?

State of AI in Digital transformation - MMA's CDO Benchmarking Study

A reflection of collective wisdom from our Chief Digital Officers Insight Collective (CINC), this report traces the contours of the AI landscape as seen by those at the helm of digital transformation, the Chief Digital Officers (CDOs).

State of Generative AI and its Application in Marketing

Research to understand the adoption, impact, and future trends of artificial intelligence in marketing strategies

The State of AI in Marketing and CX

Key findings from senior marketing decision makers at over 100 companies about the application of AI in marketing and customer experience

Visit the AI in Marketing & CX Resource Center

Decoding AI for Marketers VII: The Autonomous Marketing Era

Foundational training that gets marketers hands-on with Generative AI. 5 Days / 1-Week Marketer Training Series - March 30 - April 3, 2026

Navigating AI Regulation: Marketing in a New Era

AI and privacy laws are evolving fast, creating both hurdles and openings for marketers. In this webinar, Alec Foster breaks down key changes—like the EU’s AI Act and U.S. legal shifts—into clear, actionable insights for marketing teams.

AI Agents in Marketing: Navigating Hype, Risk, and Opportunity

As AI agents shift from copilots to autonomous teams, join MMA Global’s Responsible AI Innovation Lab for a strategic look at this change. Despite big promises, under 1% of enterprises use AI agents effectively. This webinar offers clear, practical advice for responsible adoption.

Ethical AI Marketing: A Toolkit for Responsible Innovation

AI is reshaping marketing, but using it responsibly is key to protecting your brand and earning customer trust. This webinar from MMA Global’s new Responsible AI Innovation Lab offers practical strategies for ethical, effective AI use.

Request an Invite: MMA CMO AI Transformation Summit 2025 with Shelly Palmer

Intelligent Effectiveness: Measuring the ROI of AI on Optimization and Personalization

Presented at MMA Global's CMO & CEO Summit

Is your data ready for a world of AI so you can capture its power?

Presented at MMA Global's CMO & CEO Summit

Rex Briggs presents The AI Conundrum (MIT Press, 2024)

Presented at MMA Global's CMO & CEO Summit

The State of AI in Marketing and CX

Boosting Advertising Effectiveness Using AI-Driven Personalization