{"id":11556,"date":"2026-04-25T15:12:52","date_gmt":"2026-04-25T19:12:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2026\/04\/25\/fix-the-wheel-why-ai-is-stress-testing-marketing-measurement-not-saving-it\/"},"modified":"2026-04-25T15:12:52","modified_gmt":"2026-04-25T19:12:52","slug":"fix-the-wheel-why-ai-is-stress-testing-marketing-measurement-not-saving-it","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/fix-the-wheel-why-ai-is-stress-testing-marketing-measurement-not-saving-it\/11556\/","title":{"rendered":"Fix the Wheel: Why AI Is Stress-Testing Marketing Measurement, Not Saving It"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Chris Elsheikhi, VP of Demand Generation at Usercentrics, breaks down why today\u2019s performance marketing engine is stuck on a \u201chamster wheel\u201d of short-term optimization\u2014and why more data, more spend, and more AI aren\u2019t the answers marketers think they are.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Instead, he makes the case for a fundamental shift: treating consent and trust as core performance signals, not compliance hurdles. From the hidden gaps in conversion tracking to the growing AI trust deficit among consumers, Chris outlines how leading teams are rethinking their measurement stack\u2014connecting consent data, analytics, and activation to drive more accurate, sustainable growth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">If AI is only as good as the signal it\u2019s fed, this episode is a wake-up call: fix the signal, or risk scaling flawed insights at machine speed.<\/p>\n\n\n\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<iframe style=\"width: 100%; height: 200px; border: 0 none;\" src=\"https:\/\/art19.com\/shows\/b51bbc8f-e283-4893-b6df-e6a191d4a0fe\/episodes\/66f8563d-886f-40db-b6c7-fa7d7b209395\/embed\" scrolling=\"no\" sandbox=\"allow-scripts allow-popups allow-popups-to-escape-sandbox\"><\/iframe>\n\n\n\n\n\n\n\n\n\n\n\n\n\n<div class=\"wp-block-group aw-mig-inline-images is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-c88056ad 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style=\"object-fit:cover;width:32px;height:32px\"\/><\/a><\/figure>\n<\/div>\n<\/div>\n<hr class=\"wp-block-separator\"\/>","protected":false},"excerpt":{"rendered":"<p>If AI is only as good as the signal it\u2019s fed, this episode is a wake-up call: fix the signal, or risk scaling flawed insights at machine speed.<\/p>\n","protected":false},"author":7,"featured_media":11557,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[],"topics":[36,23],"class_list":["post-11556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","topics-aw360-live","topics-podcast"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Fix the Wheel: Why AI Is Stress-Testing Marketing Measurement, Not Saving It | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/fix-the-wheel-why-ai-is-stress-testing-marketing-measurement-not-saving-it\/11556\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Fix the Wheel: Why AI Is Stress-Testing Marketing Measurement, Not Saving It\" \/>\n<meta property=\"og:description\" content=\"If AI is only as good as the signal it\u2019s fed, this episode is a wake-up call: fix the signal, or risk scaling flawed insights at machine speed.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/fix-the-wheel-why-ai-is-stress-testing-marketing-measurement-not-saving-it\/11556\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta 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