Tuesday, July 7th, 2026 – 12:35 am
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Every publisher and media company is asking the same question right now: How do we make AI work for our business? But in the rush to adopt, there’s a foundational question most teams aren’t asking loudly enough: Is your data actually ready for it?
AI doesn’t conjure insights from nothing. It works on what you give it. And if you give it a mess of inconsistent naming conventions, ungoverned exports, siloed systems and unreconciled discrepancies, AI will hand you something that looks authoritative but is, at its core, unreliable.
To be fair, AI can sometimes work with imperfect data, particularly on the buy side. Doing so is expected when it comes to modeling built on top of incomplete measurement. The model accounts for any gaps, and no one really demands absolute precision. Analysts have always estimated incomplete measurement data, and LLMs can do the same.
