Tying AI to business performance

To measure AI’s effectiveness, Momentum is integrating AI into its daily operations in measurable ways. This includes tracking the percentage of campaigns powered by Momentum’s AI systems, monitoring tool usage across projects, and connecting that data to the agency’s financial systems.

“We have the uplifting KPIs—engagement, conversion, ROI—in our programs that are using applied AI, tying directly to business performance and not just operational novelty,” Snyder said.

He also plans to make new hires, including data architects, engineers, creative technologists, and synthetic media producers, as well as someone to oversee AI ethics.

“We’re already pulling in talent from platforms, labs, startups—people who want to shape how AI lives inside brands, not just how it runs in the cloud,” he said. “The talent we attract is a pretty leading indicator of where we’re going.”