You already know that AI search has changed the buying process for good, but measurement has not caught up. That gap makes waiting feel like the responsible move. It's the riskier one.
Across their work with marketing leaders, AirOps and Bain have seen the same tension: brands know AI search matters, but imperfect attribution makes it difficult to invest with confidence.
In this webinar, they'll share why the absence of perfect measurement should not be mistaken for an absence of impact, and how you can move forward today while continuing to demand better evidence of what drives incremental growth.
What you'll learn:
- Why every major marketing channel became important before the industry could measure it well, and why AI search is following the same path
- Why AI search has shifted from a performance channel to a brand channel, and why "cited" matters less than "recommended"
- Why paid-channel attribution standards are the wrong bar for AI search, according to Bain's Marketing Leaders Reality Index
- Why low attribution does not mean low impact, and how to avoid underinvesting in what you can't fully trace
- How leaders can move forward today while continuing to demand better evidence of what drives incremental growth
- Why AI search conversations are a richer source of customer truth than any survey, "digital anthropology" at scale
Who should attend:
CMOs, VPs of marketing, and heads of growth or demand gen building the case for AI search investment without waiting for measurement that may never fully arrive.
Speakers
Zak Prauer is a member of Bain’s FRWD group and its Technology, Private Equity, Consumer Products, and Financial Services practices. A former digital marketing and e-commerce operator, he helps B2B and B2C companies modernize their marketing through experimentation, analytics, and stronger go-to-market capabilities.
Matt Hammel is the Cofounder and COO at AirOps. Prior to AirOps he was the VP of Sales, CX, and Pricing at Bungalow, scaling from Series A through C.
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