How will AI make a difference in marketing measurement?
I think the main impact is going to be on the search channel, where we’re seeing a shift in user behavior amongst early adopters of ChatGPT. If large numbers of people really do switch to using ChatGPT instead of Googling, that would have significant implications for any business relying on Google Ads. Even if Google wins this fight by integrating Bard into their search results, expect that to significantly affect results also, as AI emphasizes some sources over others. Measuring a dynamic changing environment where we can’t rely on pixel tracking (not possible in ChatGPT) will require modeling.