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# MX8 Labs’ Tom Weiss: AI will make research cheaper, not obsolete
- URL: https://www.medianexis.com/mx8-labs-tom-weiss-ai-will-make-research-cheaper-not-obsolete/
- Published: 2026-10-13T16:33:24.000Z
- Updated: 2026-10-13T16:33:25.000Z
- Description: The Measure reports that MX8 Labs co-founder Tom Weiss, kicking off a new video series with CIMM and The Measure, argues AI will let brands run brand lift and incrementality studies on every campaign, not just the biggest, with results delivered while campaigns are still in flight.
- Author: The Signals Desk
- Tags: Measurement, AI, The Measure: Tom Weiss on future of research

**Why it matters.** Advertisers gain the ability to measure incrementality on mid-size and small campaigns that previously couldn’t justify the cost of traditional research.

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=medianexis.com) *·* [*read the original*](https://www.themeasure.net/the-future-of-research-with-mx8-labs-tom-weiss/?ref=medianexis.com)*.*