In this Forbes piece, Becausal CEO Avi Chai Outmezguine argues that correlation-based measurement is no longer sufficient in today’s data environment, where patterns break as quickly as they form. He makes the case for a shift to causation—understanding the why behind outcomes—as the new standard for decision-making, measurement, and accountability in AI and advertising.

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Read the full article on Forbes: https://www.forbes.com/councils/forbestechcouncil/2026/02/17/why-causation-beats-correlation-every-time/