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Marketscience Insights will help you understand and improve your company’s marketing analytics efficiency and outcomes - regardless of your analytical approach. The material is written by Marketscience consultants with extensive academic backgrounds and offers practical thoughts and ideas based on the firm's experience with some of the largest organizations and our ties to academic institutions.

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When Generative AI Sounds More Certain Than It Is: The Confidence Illusion

By Irina Pessin | Mar 30, 2026 | Marketer's Guide to Measurement
Introduction AI models hold tremendous potential to speed up and improve a variety of processes. Marketing is no exception, and AI tools are being rapidly adopted across a wide range of functions including analytics and decision support, whether to support human decision makers or automate processes such as AI-driven programmatic ad serving and targeting. As discussed in our article on ...
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