Haus' Architect Turns Causal MMM Into an Agentic Marketing Decision System

New causal marketing agent integrates with MMM to determine marketers' next best actions, measure the incremental impact of paid media, and help guide investment decisions quickly.

SAN FRANCISCO, Sept. 21, 2026 /PRNewswire/ -- The first agentic marketing decisioning system based on real, global incrementality data is now live in the Haus platform.

Most marketing software and MMMs are not enabling decisions or providing fast, actionable insights based on MMM data. Only 40% of marketers today say their measurement tools make it much easier to take decisive action. To close that gap, Haus – the industry leader in enterprise marketing measurement and decisions – is integrating its marketing agent, Architect, into Causal MMM.

Architect is Haus' agentic decision system that moves marketers from measurement to action. Its integration into Haus' Causal MMM reflects a piece of its broader capabilities, including predictive planning, promotional strategy, and seasonality optimizations – all based on business-specific incrementality, backed by a library of real-world global data.

"Architect is transforming traditional measurement and business context into a live decisioning system that enables businesses to find the next best action for every dollar," says Haus Founder and CEO Zach Epstein. "Because these agents are harnessing causal data, marketing and finance teams can make lightning-fast decisions that improve business outcomes – while keeping humans firmly in control."

In addition to Haus' Architect providing marketers with specific and immediate next best actions to improve performance, it surfaces evidence for its recommendations, sizes recommendations based on confidence, and is flexible for marketers' real-life media planning decisions. After each action, Architect evaluates the change – powering a self-improving system that informs future recommendations.

Architect is already demonstrating strong business returns for Haus customers. In pilot engagements, its integration with Haus' Causal MMM generated 10.5% pooled lift across budget recommendations.

"Traditional MMMs ask that you make significant changes to budgets based on stale, correlational data," Epstein emphasized. "Haus is fundamentally changing the way marketing and finance teams use MMMs to make investments by pushing real-time recommendations that are actionable, measurable, and performant."

Existing Haus customers already using Haus' Causal MMM will now have full access to Architect's agentic recommendations for investment decisions.

SharkNinja VP of Marketing Analytics Joe Meier stresses the positive gains Architect has on organizations at scale. "We strategically build AI into nearly everything we do, from product innovation to marketing investment decisions," he says. "Haus' Architect is the exact type of AI differentiation that makes MMM data actionable for global enterprises. Instead of trying to interpret an opaque model output, Architect's specific, data-backed recommendations will enable us to make explainable decisions that meaningfully move the business."

Learn more about how Architect powers marketing and finance decisions from Haus CEO Zach Epstein here.

To learn more, visit www.haus.io.

About Haus 

Haus is the causal marketing platform leading brands trust to optimize billions in ad spend worldwide. With support from PhD economists, data scientists, and growth experts, Haus' AI-driven technology translates complex marketing measurement into clear action and outcomes, enabling brands like Dyson, FanDuel, Fox One, Intuit, SharkNinja, and Wayfair to optimize spend, accelerate growth, and make smarter marketing decisions at scale. Haus was named a LinkedIn Top Startup in 2024 and 2025 and has been featured in outlets like AdExchanger, Axios, Business Insider, Marketing Brew, and Wall Street Journal. 

SOURCE Haus