On "AI’s Impact Is Outrunning Measurement: The Trust And Attribution Gap Facing Brands"

The measurement crisis is real, but it's not actually about AI outrunning our tools—it's about brands refusing to rebuild attribution models that no longer match how search works. When agents handle queries end-to-end and citations fragment across platforms, you can't just bolt new metrics onto old tracking infrastructure and expect clarity. What matters now is admitting that last-click and first-click attribution are dead, then deciding whether you're willing to invest in probabilistic modeling or just accept that some conversion value will stay invisible. The brands pretending AI's impact is unmeasurable are usually the ones too committed to their legacy funnel to rebuild it.