Save Journalism from AI. Save Journalism with AI.
Why Intelligent Attribution Exists
Journalism Is At Risk.
AI is reshaping attention and monetization online, fundamentally undermining the traditional digital media business model. In 2024, 51% of publishers relied on advertising for the majority of their revenue; by 2025, that figure dropped below 45%. While global digital ad spend continues to grow, it is no longer flowing to the publishers who create the value. Ad spend inside news content fell 33% between 2019 and 2025.
Intelligent Attribution was founded to reverse this trend. We deploy profitable, proven solutions that ensure journalism survives—and thrives—without sacrificing quality, integrity, or impact. We believe the cultural and financial value of unique media has never been higher; we help you unlock it.
We bridge the gap between academic rigor and real-world media profitability.
Case Study: Paid Media
See how our methods and technologies are being deployed at Dubai’s largest newspaper to stabilize and grow revenue in an AI-first environment.
Peer-Reviewed Innovation
Our foundational research on AI and online authority has been presented at The British Computer Society with EVA London.
A Legacy of Care
Our decade-long work in internet literacy and journalism integrity has been recognized and supported by The Mozilla Foundation and The Wikimedia Foundation.
Meet The Team
Gretchen andrew
Gretchen Andrew is a specialist in rewiring AI and search engines to achieve specific business and reputational aims. With a career spanning roles at Google and Intuit, and as a visiting professor of AI at GAD University Beijing, Gretchen has spent years studying the intersection of human trust and machine logic. Her methods for navigating the “Future Present” have been featured in over 100 global press outlets, including Fortune Magazine, The Washington Post, and Fast Company.
Currently leading an AI visibility strategy at the Khaleej Times, Gretchen helps media companies understand not just how AI is changing what people notice and trust—but exactly what to do about it.
Favorite Publications: The New Yorker, Paris Review
Mathew Sevin
Advisor
Mathew Sevin is a strategist dedicated to the horizontal expansion and franchise development of global media I.P. Currently serving as the Director of Branded Ventures at Forbes, Mathew’s career has been defined by identifying the “backbone” of modern products—from his time at SiriusXM and ESPN to his current focus on media licensing and international growth.
An MBA graduate of The Tuck School of Business at Dartmouth, Mathew views AI not as a conversational crutch, but as the infrastructure for the next era of human breakthrough. He specializes in bridging the gap between legacy brand authority and new venture development, ensuring that world-class intellectual property remains central to the products and experiences of the future.
Favorite Publications: ESPN
Bryan mcgowan
Bryan McGowan is an engineer turned CFO who builds the technical infrastructure required for the future of finance. As the CEO and founder of Alpyne, Bryan developed a platform to solve the “Excel hell” of disconnected data, allowing fractional CFOs and fintechs to move from manual data wrangling to high-stakes strategic insight.
With a career spanning Intel, an MBA from Cornell, and a decade as a CFO for VC-backed MIT startups, Bryan occupies a unique niche at the intersection of data pipelines and financial logic. He is a vocal advocate for “Practical AI”—the belief that technology should be used to automate the drudgery of data extraction and formatting so that human experts can focus on the ambiguity and context that only they can navigate. Bryan’s work is dedicated to modernizing the tools of commerce without sacrificing the human trust that defines them.
Favorite Publications: The Atlantic, New York Times
