Invoca

Proposal: Add Contribution Metrics to Affiliate Reporting

The author argues that affiliate marketing is disadvantaged by strict deterministic (last-click) attribution compared with other channels that claim inferred influence. They propose that affiliate reporting should regularly include two numbers: deterministic tracking (clicks, coupons) and a separate contribution or influence metric (AI inference, other uncredited touchpoints). The article cites next-generation tracking technologies (examples: Partnerize, impact.com) as enablers, and notes historical call-tracking proposals (RingRevenue, now Invoca) that revealed uncredited conversions. Publishing contribution numbers to affiliates could strengthen their negotiating position and put affiliate channels on more equal footing with channels that rely on inferred attribution.

Consumers Embrace AI, Many Brands Lag

New research from Invoca (the B2C Buyers Experience Report) finds consumers are increasingly comfortable using generative AI and AI agents across the purchase journey, preferring AI when it provides faster answers and expecting clear disclosure when they interact with it. The report warns many brands are unprepared to meet elevated expectations: slow follow-up, disconnected experiences, and poor automation continue to frustrate buyers. Consumers largely hold companies — not the underlying technology — responsible when AI interactions fail. The study also shows strong preference for hybrid experiences: 77% of consumers are more willing to use AI if they can easily transition to a human. The findings highlight operational needs around data quality, governance, prompt design, testing, and monitoring to protect brand perception.

Top 10 Quotes From May 2026 MarTech Conference

The May 2026 MarTech Conference featured seven live panel discussions for marketing and marketing-operations professionals; transcripts ran nearly 150 pages. MarTech mined session transcripts and highlighted ten quotes from speakers across panels on personalization, AI adoption, content storytelling, first-party data, consent, and marketing operations. Speakers argued consent is an ongoing trust relationship, urged marketers to focus on business outcomes over personalization for its own sake, warned against prioritizing velocity over creative vividness, and framed context as a critical signal for AI integrations. Panelists included practitioners and vendors such as Hightouch, SpotlightIQ, Adobe, OneTrust, Walk West and Invoca. The article is published by MarTech, which is owned by Semrush/Semrush Inc.