Fairing CEO Matthew Bahr on the Limits of AI Attribution

As Media Mix Modelling dominates the post-cookie narrative, Fairing CEO Matthew Bahr argues that predictive AI and pixel tracking still miss the most critical measurement signal: the customer’s own account of the purchase journey.

AI call screening can block consenting customers. In a test of 188,000 consumers, agentic AI connected far more often than traditional dialling.

REPLUG's Lorenzo Rossi on why app businesses may find their next major growth opportunity in repeat purchases, customer retention and the journeys they have already paid to create.

The index finds significant variation in AI-generated answers, highlighting the importance of authoritative sources and continuous measurement of brand visibility.

The research report examines how app marketers in Europe are rethinking growth, retention, customer engagement, and discovery in an AI-led landscape.

“Healthcare is one of the most complex categories because the buyer, the influencer and the user are often different people,” says Dr Jaslyin Qiyu, a marketing and customer experience leader formerly at Cigna Healthcare. She explains what that means for how marketers use data and automation.

Rakuten Viber’s Kiril Filipov, Polarsteps’ Laurens Jansen, MyPie’s Kirill Pospelov and REPLUG’s Lorenzo Rossi share why sustainable app growth requires more than AI-driven acquisition, focusing on product value, retention and CX.

Broken telephony infrastructure is undermining AI customer service agents — and the calls most at risk are often the ones that matter most.

Freshworks CMO Kady Srinivasan on the 27-point gap between attribution models and real pipeline impact — and what AI success should actually measure.

The new report provides transparency into where ads are consumed across linear and streaming channels, revealing a gap between viewership and ad exposure