Babar Khan Javed
Feb 15, 2018

AI: What to do before you even start

The old maxim ‘garbage in, garbage out’ holds true with AI, so companies considering the use of machine-learning tools should take steps to get their data and system architectures in order.

Addressing and rectifying internal weaknesses in the technology stack is the first step towards deploying an AI-first digital strategy.

AI needs a baseline,” says Stephen Tompkins, the VP of media activation for Essence in APAC. “It's only as good as the inputs it has at the start. I think many people believe that they can flip a switch and AI will magically solve all their marketing issues.”

Any marketer considering AI needs to start with a tightly defined set of parameters and enable an AI to build up its delivery model,...

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