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Marketers: AI will make clicks less relevant

Illustration Lazaro Gamio / Axios

Artificial intelligence will help marketers figure out which measures of success actually work, AI experts agreed at Nielsen's Consumer 360 annual event Friday.

Why it matters: For decades, dated metrics of marketing success, like click-through rates, have been used to justify ad spending and other marketing investments. Now, AI will help marketers understand what motivates someone to buy or take action on something, and that may not always be a click.