Global

Over the last nine months, MMA’s Consortium for AI Personalization (CAP) has been running real-world experiments to apply AI and Machine Learning to digital advertising. Three studies have been completed with astonishing results. Two of the three studies had triple-digit gains, while the third showed no impact. Learn what worked and didn’t work in applying AI to digital advertising and hear from the CMOs and marketing practitioners involved in CAP about how these learnings have reshaped their marketing strategy.

Wherever you are on the journey – from predictive analytics, to machine learning, to generative AI – you know it’s moving fast. And the fuel for it all is the right data and capabilities to it use it well. So, it may be surprising that most companies are not advancing the data agenda quickly, but those that are, are separating themselves from the pack. The MMA collaborated with EY to conduct a survey of over 100 global companies to understand their data maturity, learn which data signals are used in marketing decisions, and identify key implications for growth.