Affiliate Summit West just wrapped up in Las Vegas, and if you were there, you probably already know it was a whirlwind: meetings, networking, and big, big conversations.
But if you weren’t able to make it, don’t worry. Our very own Dorine Mooney was on the ground from January 12 to 14, and she came back with some strong takeaways about where the affiliate marketing world is heading this year.
Between the sessions at Caesars Forum and the constant chatter on the expo floor, there were two key topics that dominated: the practical applications of AI, and the industry-wide debate over attribution and partners like Honey.
AI is Here, But Not For Your Job
If you were expecting doomsday predictions about AI replacing content teams, you can breathe a sigh of relief. The real conversation here was much more interesting, granular, and practical.
In fact, Dorine noticed a clear trend, telling us, “Leading publishers aren’t using AI to replace their teams. They’re using it to work smarter.” As we’ve seen repeatedly over the last few years, the emphasis is on efficiency, not replacement.
An example? Think about the daily grind of a content publisher, one who’s juggling editorial calendars, analyzing performance data, and trying to forecast revenue.
This is one area where AI is already making a huge impact, but doing so quietly. Rather than manually pulling reports, teams can build real-time performance dashboards that give them instant insight into what’s working and what’s not. They’re using AI-powered tools to streamline their editorial workflows, freeing up writers and editors to focus on creativity and strategy rather than getting bogged down in repetitive tasks.
Similarly, the most successful newsrooms are treating AI as a powerful assistant, using it to boost creativity, hasten decision-making, and safeguard the value of high-quality content. Dorine said it best: “The goal isn’t automation for the sake of automation, it’s building an AI-forward newsroom that supports human insight, not replaces it.”
For example, a publisher might use an AI tool to analyze search trends and suggest new article topics, but a human editor still makes the final call on what gets written.
Another might use AI to improve their attribution modeling, getting a clearer picture of the customer journey without spending weeks crunching numbers.
The Big Attribution Debate: Let's Talk About Honey
At the conference, the chatter around attribution was virtually inescapable, and the Honey controversy was at the center of it all. What started as a debate about one partner has now exploded into a much larger discussion about platform responsibility, fraud prevention, and who really controls attribution.
Dorine pointed out that the major platforms are all handling it differently, which shows just how fragmented the industry is on this issue. CJ seemed to downplay the impact, suggesting that only a small fraction of its traffic is affected. That might be true, but as Dorine noted, "it’s something the industry should prove with data."
On the other hand, Awin focused on its infrastructure, arguing that its platform is designed to prevent the very kind of behavior Honey has been accused of.
Then you have Rakuten, which took the firmest stance by completely removing Honey from its network over fraud concerns. "The different responses show how unevenly platforms are drawing the line," Dorine explained, because we aren’t talking about just one browser extension, but more broadly, a fundamental lack of consensus on the rules of the game.
The situation highlights a critical need for industry-wide standards and transparency. As Dorine put it, "a collective, transparent approach is the only way the industry moves forward instead of continuing to fight over scraps."
In other words, publishers and advertisers deserve to know exactly how their commissions are being attributed and what platforms are doing to protect the integrity of the ecosystem. Until there's a united front, these disputes will continue to create friction and mistrust.
Connections Are Still the Beating Heart of the Industry
Beyond the big-picture trends, ASW reinforced that affiliate marketing is, and always will be, a relationship business. There was good evidence of this at the conference: the expo floor was pulsing with energy, and the official meeting platforms were booked solid. With over 7,000 people from every corner of the industry, from major advertisers and e-commerce sellers to niche content creators and tech partners, the opportunities were everywhere.
The energy was all about setting the tone for 2026: deals were getting done, new partnerships were being forged, and everyone was talking shop. It's clear to us that, even as technology like AI reshapes our workflows, the core of this industry is built on people. People connecting with people.
And if ASW was any indication, 2026 is going to be a year of smart growth, tough conversations, and valuable new connections. Get in touch with Kinetic319 if you need help forging these partnerships or starting meaningful conversations. We’re here to help!