The AI Attribution Crisis Nobody Wants to Talk About

TLDR

Attribution may become the next major controversy in tech. As AI shopping assistants, creators, affiliates, and retail media platforms all compete for credit, the gap between attribution and incrementality is widening. Attribution measures who touched the customer. Incrementality measures who changed the outcome. In the AI commerce era, the companies that win won't be the ones claiming the most revenue. They'll be the ones that can prove the most incremental value.

For the past two years, the technology industry has been consumed by artificial intelligence. Every investor pitch seems to include AI. Every earnings call mentions AI. Every startup founder is looking for ways to incorporate AI into their product roadmap. The assumption is that AI will be the defining business story of this decade.

I agree that AI will reshape industries. However, I believe one of the most important challenges created by AI has little to do with...

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