Pma AI Council
Supporting creators and brands for successful partnerships
Our Mission Statement
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.
AI Council Charter
Support the Performance Marketing Association and its councils, as well as the broader industry, on AI-related topics and strategies, including:
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.
Innovation – Spotlight cutting-edge use cases and tools that shape the future of performance marketing.
AI Council Members
Council Chair
Michelle Morgan is the Senior Director of Publisher Development at Acceleration Partners, where she leads a global team focused on driving client revenue through strategic publisher partnerships. With over 18 years of experience in affiliate marketing, Michelle has held leadership roles at Savings United US and Pepperjam Network (now Ascend by Partnerize). Since joining Acceleration Partners in 2019, she has played a key role in shaping publisher strategy and fostering impactful partnerships.
Council Members
AI Council Meetings
The Influencer and Creator Council meets the XXX of every month.