MCP (Model Context Protocol) solves the connectivity layer.
But MMM adoption problems were never purely about connectivity.

However, many marketing measurement vendors are now exposing their MMM models through MCP servers, so tools like Claude or ChatGPT can directly interact with MMM platforms.

But two big question still remains:

▪️Do marketers and analysts actually want to use AI chat interfaces for MMM workflows?

▪️And whether conversational interfaces are actually the best medium for:

– Contribution analysis
– Scenario planning
– Budget optimization
– Saturation Curve analysis
– ROAS / MROAS analysis
– Stakeholder storytelling

Would love to understand where the industry is leaning.