Lifesight, the agentic unified marketing measurement platform, today announced a transformation of its platform designed to help marketing teams make faster budget decisions without sacrificing the rigor of causal measurement. The transformed platform deploys AI agents across data operations, modeling and monitoring, while marketing scientists remain in control of every model that goes live.
CMOs now allocate an average of 15.3% of their marketing budgets to AI initiatives, according to Gartner's 2026 CMO Spend Survey. Meanwhile, Forrester reports that 55% of organizations already use AI in production for advertising and media buying. As more budget decisions run through AI, marketers need a way to validate the evidence behind a recommendation before acting on it.
"AI is starting to expose every weakness in how marketing measures itself," said Tobin Thomas, CEO and co-founder of Lifesight. "Agents will act on whatever numbers they're given, and most of those numbers were built to report on marketing, with little ability to explain what caused growth. Lifesight gives agents a causal foundation, so the faster decisions marketing leaders make are also better ones."
The transformed measurement engine introduces six capabilities designed to connect measurement more directly to the decisions marketers need to make:
Agentic Modeling Loop for Causal Model Configuration
Agents analyze a brand's data, suggest priors, detect unexplained spikes and dips and identify regime changes, then build those findings into the model. A marketing scientist reviews and approves every configuration.
Ambient Agents for Continuous Monitoring
Always-on agents monitor data and measurement health, recommend next steps and review the outcomes of past actions, so teams hear about issues and opportunities as they happen.
Marketing-Context Harness for Business-Specific Intelligence
A harness layer anchors every agent in the brand's own marketing context, so recommendations reflect the specific business instead of generic AI answers.
Data OS for Enterprise-Grade Data Operations
Enterprise-grade data operations combine native connectors with a brand's own files, then standardize and merge them into one set of numbers. Programs reach insight sooner.
Causal Attribution to Creative-Level Incrementality
Incrementality measurement reaches the individual creative, showing which ads actually drive sales with causal evidence behind every recommendation.
Cross-Dimension Planner for Unified Planning
Teams optimize plans across multiple dimensions simultaneously within the same causal model that measures them, creating a single source of truth from measurement to budget.
The platform changes how teams work with measurement. Where analysts once manually configured models, agents now propose configurations for review. Rather than searching dashboards for the next insight, teams receive findings and recommended next steps as they emerge. And while data preparation was previously handled project by project, the Data OS now operates as a standing enterprise layer.
"Measurement is at a turning point, where agents can take on work that once required an entire analytics team. But the value of agentic measurement will depend entirely on the discipline behind it," said Rajeev Nair, Chief Product Officer and co-founder at Lifesight. "Lifesight gives marketing leaders a way to embrace agents with confidence, knowing the causal science underneath has kept pace with the speed on top."
As marketing teams face more channels, more data and faster-moving decisions, Lifesight is moving measurement from a periodic exercise to a continuous part of the budget decision process, giving teams a clearer view of what is driving growth and where to act next. The upgraded platform is available today.
About Lifesight
Lifesight is the Agentic Unified Marketing Measurement Platform. It unifies causal marketing mix modeling, geo-based incrementality testing, and incrementality-adjusted attribution into a single platform, giving marketing and finance teams one trusted, causal view of what drives business growth, with the ability to forecast outcomes and optimize budgets. More than 500 global brands use Lifesight to measure true incremental impact across online and offline channels. Lifesight is independent of any media-buying platform and is built privacy-first, compliant with GDPR, HIPAA, SOC 2 and ISO 27001 standards.
