Three-quarters of consumers want to know when they’re talking to an AI agent, while 72% trust brands less than they did a year ago, a sharp decline from 49% in 2022. That’s according to a State of the AI Connected Customer survey from Salesforce. Around 45% are more likely to use an AI agent if they understand the logic behind it (good luck) and there’s a clear escalation path.

Options are growing for creators to license their content to AI firms without giving up ownership. Hard on the heels of a big funding round for Tollbit, Reddit and Zynga founders have come together to create Troveo, a licensing platform, with $4.5 million in seed funding. Troveo says it has deals in place which will be worth $5 million to creators by year end.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.