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Roberto Andrès Louback talks about building brand trust through consistency, avoiding attribution errors by separating correlation from causation, and how AI models and agents are transforming creative optimisation and marketing experimentation.
As acquisition costs rise and measurement grows more complex, marketing leaders are under pressure to prove performance while preserving trust. Attribution models are evolving, AI tools are multiplying, and privacy regulations are tightening—forcing companies to rethink how they build, measure, and optimise growth.
While experimentation with AI is accelerating across creative, research, and optimisation workflows, the real challenge lies in separating signal from noise and correlation from causation. Sustainable growth now depends on disciplined testing, trustworthy partnerships, and transparency in both messaging and measurement.
“We already see AI being implemented in different use cases. And I think we are still in the moment of experimentation. The models are evolving very fast. So it’s important that the companies are very agile in the way that they test and implement new tools if they want to stay up to the trend,” says Roberto Andrès Louback, Senior Regional Marketing Manager, AppsFlyer.
His perspective reflects a shift toward transparent marketing, incrementality-driven measurement, privacy-first innovation, and AI-powered creative intelligence.
Top Insights from Roberto Andrès Louback:
1. Trust is built through consistency and transparency
Overpromising in ads or misrepresenting product experiences damages long-term brand credibility. Sustainable growth requires aligning messaging with actual product delivery, understanding user pain points deeply, and ensuring campaigns accurately reflect the real customer experience.
2. Correlation is not causation in marketing measurement
Install spikes don’t automatically validate campaigns. External factors such as PR coverage or seasonality may drive results. Using incrementality testing, A/B experimentation, and holistic measurement frameworks prevents misattribution and enables smarter investment decisions.
3. AI experimentation must evolve into intelligent systems
AI is moving from task automation to multi-step agents that combine tools and iterate across workflows. Marketers must stay agile—testing models, integrating them with internal systems, and applying AI strategically across areas like creative optimisation and campaign performance analysis.
