AI: Overhyped and Misunderstood? Chapter 3

AI: Overhyped and Misunderstood? Chapter 3

Artificial Intelligence Delivers Real World Results

In this five-part series from Dstillery, their AI, Machine Learning and Data Science experts will help marketers and market researchers demystify these emerging trends and offer ideas for taking action.

Artificial intelligence empowers marketers and insights professionals like never before. The seamless combination of disparate and observed customer data points, often at the scale of billions of daily events, analyzed through the lens of supervised and unsupervised machine learning was once considered science fiction (or perhaps marketing fiction in this case). But the industry has made tremendous advances, and now marketers can easily put the most sophisticated machine learning technologies to work for them through fairly simple interfaces and tools.

Assumption vs Reality in Consumer Interest

As a marketer, having a deep understanding of your customer is a prerequisite for the job. However, I would challenge marketers to really think about what informed their perception of their target audience. Did this knowledge stem from some past experience with the customers? Did it stem from some unconscious mental image of the ideal customer? Was the market research describing your customer derived from a ‘representative sample’ of the world? There is really only one way to remove the human bias that often clouds one’s ability to deeply understand their customers – remove the humans.

Continue reading chapter 3 on Greenbook.