Technology, data, machine learning and artificial intelligence (AI) have all played a significant role in shaping the marketing industry. They continue to move forward, enabling brands to gain insights into customer behaviour and preferences, personalise marketing campaigns, improve customer engagement, predict customer behaviour and more. But without human intelligence overseeing these technologies, models and algorithms are at best useless. And at worst, dangerous.
The importance of this can’t be overestimated. The goal of AI is to create machines that mimic human intelligence, but without necessarily relying on it or making decisions in the same way. Human thinking must remain at the heart of AI to ensure that systems align with human values; that they are transparent, accountable and beneficial; and that any negative consequences are identified and mitigated.
If you’re looking to use AI in future marketing efforts, it is essential to ensure that human intelligence leads the thinking in the following areas: