PMA AI Council Announces Mission and Goals
FollowAs the PMA membership grows, so do our Councils. To ensure each Council doesn’t become too large to provide meaningful interaction, we periodically add new temporary or permanent Councils. We have now fully launched our newest council, the AI Council.
The Council began its work in Slack and has now moved to monthly meetings, first establishing its Mission and Goals:
Mission: To accelerate responsible AI adoption education and advocacy across partnership and affiliate marketing by equipping brands, agencies, publishers, and platforms with practical standards, playbooks, and shared learnings for measurable growth and trust.
Goals: Support the Performance Marketing Association and its councils, as well as the broader industry, on AI-related topics and strategies, including:
- Innovation – Spotlight cutting-edge use cases and tools that shape the future of performance marketing.
- Education & Enablement – Upskill marketers on AI-powered discovery, optimization, and attribution tools through real-world experimentation, including case studies, benchmarks, and repeatable workflows that deliver results.
- Publisher Equity & Influence Tracking – Advocate for common frameworks that recognize the impact of clickless marketing and align brands, agencies, publishers, and platforms to ensure publisher equity and influence.
- AI Ethics & Transparency – Support industry standards that ensure responsible AI use across partner and platform ecosystems, with strong guardrails for data use, disclosures, consent, and fair practices, alongside incrementality, fraud prevention, and model monitoring.
This is our biggest council to date!
Council Chair
- Michelle Morgan – Acceleration Partners
Council Members
- Michael Cole – Everflow
- Lee-Ann Johnstone – KonverJ & Affiverse
- Kyle White – Refinery
- Denis Babaev – ScaleYourWeb
- Jake Leskovar – xpflow
- Heather Zuleba – Partnerize
- Charlie Calabrese – All Inclusive Marketing
- Shayna Massey – Shopify
- Parrish Essell – Awin Global
- Joe Campanella – Complily
- Gabe Ripley – JEBCommerce
- Erez Nahom – Partnerize
- Kimberlee White – SynergyInteractiv
- Greg Hoffman – Apogee
- Scott Chaplin – AvantLink
The AI Council joins these other currently active Councils:
- Influencer and Creator Council
- Compliance Council
- Publisher Recruitment and Education Council
- Retailer Council
- Industry Advancement Council
- Measurements and Insights Council
- Coupons and Deals Council
As a reminder, PMA members are given participation in Councils based on their membership level: Bronze (1), Silver (2), Gold (3), Platinum (4), Industry Champion (unlimited).
If you are a PMA member interested in joining any of the councils, including the new AI Council, reach out to Tricia.
We are excited to have so much interest in this new council!
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