It's Really All About the Data

Artificial Intelligence. AI. Machine Learning. Generative AI. It's all over the trade press, the mainstream press, everywhere. But AI isn't a magic wand that you can just wave to improve processes or outcomes. It's really all about getting the data right. For example, AI doesn't by itself improve on regression models or other analytic approaches that are stock-in-trade in the marketing world - it can't improve those techniques. People are just pulling those in under the AI/ML umbrella. What AI/ML can do is help us improve the data we're feeding into the analyses, and automate some of the processes to do so - think hygiene and transformations - and that will get us better models. More to come on this topic, much more...