Artificial intelligence (AI) is transforming industries, but its real impact comes from how companies use it in strategic partnerships. These collaborations drive innovation, speed up product development and create new market opportunities.  Co-innovation is a strategic necessity in today’s competitive landscape. Developing cutting-edge AI capabilities in-house is costly and time-consuming. However, by collaborating with other…

Marketing teams are leading the adoption of generative AI, but are they using the right tools to drive real outcomes? Predictive analytics helps CEOs and CFOs allocate credit through multi-touch attribution (MTA), while data scientists use it to forecast patterns. However, for marketers, success lies in understanding the interrelationships within programs that drive outcomes. This…