The Distillation of Data: Alembic’s Causal AI Solution

The Distillation of Data: Alembic’s Causal AI Solution

From Insider Interviews: Media and Marketing Pros by E.B. Moss

May 27, 2026 · 20 min · Season 2 · Episode 55

About this episode

The episode discusses how Alembic's causal AI solution helps marketers understand the true drivers of business results.

Host E.B. Moss brought on the new GM of Alembic, Hitesh Wadhwani, during the POSSIBLE Conference in Miami, as part of a mini-series for "Insider Interviews" called “POV: Possible.” Because, as Wadhwani explains, with causal AI it's now possible for marketers to prove what actually drove business results. Wadhwani arrived at Alembic from 12 years at Google, where he helped build measurement products including Google Meridian. He explains why having more marketing data does not necessarily create more confidence — and why traditional approaches still leave CMOs and CFOs asking the same question: what actually caused the outcome? Wadhwani makes the case that LLMs were designed to predict language, not deliver the kind of precision needed for multimillion-dollar budgeting and pricing decisions. Alembic's answer is causal AI: a real-time model of the business that connects marketing channels, pricing, promotions, inventory, and more to identify not just what happened, but what caused it. He shares a standout case study involving a major airline's Olympic campaign spend. Alembic's model identified, at moment-level granularity, that the placement of the brand's logo during the medal…

People in this episode

Host: E.B. Moss

Guest: Hitesh Wadhwani

Topics covered

  • causal AI
  • marketing data
  • business results
  • measurement products
  • marketing and finance
  • case study
  • POSSIBLE Conference

Keywords

  • causal AI
  • marketing data
  • business results
  • measurement
  • case study
  • POSSIBLE Conference
  • Hitesh Wadhwani

Mentioned in this episode

Organizations: Alembic, Google

Books & works: Olympic campaign

Places: Miami, Paris

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