The increasing use of AI in consumer journeys is creating a gap between a conversion's true impact and its attributed credit in PPC campaigns. Developers and marketers must recognize that AI-driven discovery and influence often precede measurable clicks, meaning traditional attribution models may no longer accurately reflect campaign effectiveness. The implication to watch is the need to shift focus from demand capture to demand creation, and to develop new measurement strategies that account for AI's role in the early stages of the buyer journey.
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Ali NematiWritten by Ali
