Marketing’s Proxy Problem: Can AI Finally Connect Media Investment to Real Business Outcomes?

CANNES, France — Marketing mix models have long been the industry’s best attempt at accountability. They have also been slow, backward-looking, and riddled with the biases of whoever commissioned them. A panel at the Beet.TV Leadership Sessions at Cannes Lions made the case that AI is changing all three of those conditions simultaneously — and […]

Last updated Sep 23, 2026 by ATDb automated enrichment