AI

Motivational and Contextual Alignment (MOCA)

Advertising optimizes who, what, and when; it has never optimized for why people buy. MOCA tests whether aligning media and audiences to the motivations already in your creative moves the business.

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.

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

AI and the Changing Consumer Journey

Customers now research and decide with AI before they reach a brand’s site, and most of that activity never shows up in analytics. Referrer tracking tags 0.4% of visits as AI search, while 21.9% of visitors say they used AI before arriving. The journey has moved, and the instruments marketers rely on have not moved with it.

State of Agentic AI in Marketing

What it found is a gap between how widely AI has been adopted and how little of it runs at scale. Almost every team is piloting or deploying, very few have expanded what already works, and almost none let AI act without a person in the loop.

AI Disruption of Marketing Operating Models

MMA and BCG have partnered in an exclusive CMO survey that explores how AI is influencing key aspects of the marketing operating model. AI is reshaping marketing – specifically the future of how we work across the full operating model internally and externally. This research offers actionable insights into building a more agile, AI-ready marketing organization.

Kroger Study: Predictive Creative Scoring Leads to Real Ecommerce Outcomes

Marketers have spent years perfecting how media is bought and targeted, and in a world where that precision has become table stakes, it’s no longer where the biggest gains are found. Far less attention and investment has gone into the creative that runs through that media, and that’s where the unclaimed value now sits.

The State of Personalization

The 2025 State of Personalization Report, published by MMA 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 Think Tank 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).

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

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’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’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’s CMO+CEO Summit

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

Presented at MMA’s CMO+CEO Summit

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

Presented at MMA’s CMO+CEO Summit

The State of AI in Marketing and CX

Boosting Advertising Effectiveness Using AI-Driven Personalization