ARF Analytics and Forecasting

AI is reshaping how marketing organizations generate insights, support decisions, and estimate uncertain outcomes. Yet many organizations are still determining when AI outputs are reliable enough to inform consequential decisions, and what forms of human oversight are necessary to preserve accountability. 

This conference will examine how firms are incorporating AI into analytics and forecasting workflows, including how they evaluate its outputs, define appropriate human oversight, and maintain transparency and credibility. 
The focus is not on AI hype or automation for its own sake. Instead, we will look at how organizations are using AI to improve core analytics and forecasting activities, including measurement, modeling, experimentation, and scenario analysis.

We will also consider a broader view of forecasting, such as traditional sales projections, product adoption, market response, innovation success, and strategic resource allocation.