During Super Bowl LX, Nielsen launched a pilot wearable device that tracks co-viewing of major live TV events. A watermark or tone audible to the wearable device, not audible to the person wearing it, could bring up the question of technical accuracy.

NBCU commentators will use AI Mode to explain complex details in real-time. During the Olympics Opening Ceremony, Google will debut a campaign showcasing Team USA athletes' physical feats and how fans can use AI Mode in Search to explore these moments in depth.

Could brands make TV advertising more measurable through natural-language queries - and the data faster to access through a dashboard? Developers at EDO believe they found a solution. There's a clean line between AI-driven ad targeting and touchdowns.

Research from Taboola and several universities suggests AI-generated ads perform comparably to human-made ads when humans in ads look real. Here's what the data reveals.

Consumers are more valuable long term when they search and discover a brand through an AI engine. Results are more personalized and have been shown to boost average order value by guiding shoppers toward higher-value items that better match their requirements.

Marketers are rethinking how to approach customer data ahead of high-traffic online and in-person moments like the Super Bowl, with a focus on building a complete, real-time understanding of fans before, during and after the event so they recognize fans across channels, from search to social media and CTV - not just emails and loyalty IDs.

Google DeepMind began giving users access to "Project Genie" Thursday for Google AI Ultra U.S. subscribers ages 18 and up. The experimental research prototype allows users to create, explore and remix their own interactive worlds.

Amazon reported to the National Center for Missing and Exploited Children that it detected child sexual abuse material in its AI training data. The NCMEC recently began tracking the number of reports tied to AI products and their development.

AI recommendations vary even when prompts are identical. New data from analytics research firm SparkToro shows intent as consistent, but the order of the recommendations tracking is mostly random and filled with errors.

Return on investment alone cannot provide adequate support to guide media investment decisions. As data analysis occurs in real time, marketers need more.