CMOs might be pushing ahead on AI, but lack of measurement’s holding them back

At this point, it’s clear generative AI adoption has reached critical mass among marketers and advertisers in everything from ideation to content creation. What’s less clear, however, is AI’s return on investment.

For an industry that’s obsessed with ROI, few businesses have developed straightforward frameworks for measuring and understanding the impact their AI investments are having. 

CMOs are measuring the benefits of AI across a range of metrics: time saved, payroll cost reductions or consumer sentiment. Each has their pros and cons, but few can be applied across the breadth of a business. And so far, a standard dashboard hasn’t yet emerged.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.